Tag: fashion
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Duluth Lets AI Bid, But Keeps Humans on the Jokes
Duluth Trading Company is taking the agentic media buying trend and drawing a fairly human boundary: AI agents can handle tasks like bidding and creative iteration management, but anything resembling brand voice, humor, or “ethos” stays closer to people with pulse rates. Marketing director Ellie Uberto framed it during a live Digiday Podcast recording at…
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Zara Embraces AI for Fast Fashion Imaging
Zara is leaning into AI-generated imagery to speed up its fashion shoot process—without ditching human models entirely. The fast-fashion giant is using artificial intelligence to digitally swap outfits on real-life models, saving time (and likely, travel budgets) on multiple costume changes and locations. Models still get paid as if they’d gone through the full shoot,…
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AR Meets Après-Ski: Snapchat’s Winter Village Goes Luxe
Just in time for the holidays, Snapchat has unwrapped its “Winter Village,” an augmented reality experience that brings luxury shopping into the app for users across several regions including the U.S., U.K., and France. Running through December, the activation puts three upscale brands—Chopard, Lancôme, and BOSS—front and center in immersive, branded AR spaces. Accessible via…
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AI-Generated Imagery: Brands’ Balancing Act with Authenticity
Tighter budgets and tighter timelines are pushing brands toward AI-generated imagery—but that cost-saving shortcut comes with a side of public scrutiny. Recent campaigns from J.Crew, Guess, and Skechers stirred online backlash for visuals that consumers suspect were AI-made. The cycle has become familiar: a campaign drops, the internet sleuths start sleuthing, criticism follows, and the…
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Retailers Embrace AI Despite Trust Issues
Retailers are increasingly adopting AI despite concerns about accuracy, cost, and customer trust, with 60% of industry leaders expressing unease over its reliability. A recent survey indicates over half anticipate AI will dominate customer interactions within five years. Challenges include data privacy, inconsistent quality, and internal resistance. Notably, Under Armour employs AI for operational efficiencies…
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Ralph Lauren Launches AI Stylist: Ask Ralph
Ralph Lauren has launched “Ask Ralph,” an AI chatbot developed with Microsoft to act as a virtual stylist for mobile app users. This assistant, trained on branded materials and product data, helps users with outfit suggestions and style inquiries, ensuring a tailored experience rooted in Ralph Lauren’s brand identity. Built on Microsoft’s Azure platform, the…
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The Backlash of AI in Fashion Ads: J.Crew’s Controversy Explained
J.Crew’s recent collaboration with Vans to evoke its ’90s look backfired when AI-generated visuals drew criticism for their unrealistic features, leading to online backlash over transparency. Many consumers, including Gen Z and millennials, distrust AI-generated content, highlighting a significant divide between brand pursuit of AI productivity and audience acceptance. While J.Crew later acknowledged the AI…
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Model Behavior: AI Struts into Vogue—and Sparks a Backlash
Guess’s summer collection featured an AI-generated model in Vogue, sparking debate about transparency and body image in fashion. Co-founded by ex-architects, Seraphinne Vallora claims to offer a cost-effective alternative to traditional photoshoots. Critics, like plus-size model Felicity Hayward, warn that AI models threaten inclusivity efforts. The controversy highlights the need for clearer guidelines on the…
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Desigual’s AI-Generated Campaign Tosses Out the Rulebook (On Purpose)
Desigual is leaning into generative AI not just as a creative gimmick, but as a foundational tool reshaping how the brand thinks and works. Through its Awesome Lab initiative, the Barcelona-based fashion house teamed up with Neural Fashion to develop a fully AI-generated editorial campaign—real clothes, unreal models. Thanks to tools like Flux and OpenAI…
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AdAge Top 5 AI Activations June ’25
In the latest roundup of AI-infused campaigns, brands and organizations are getting a lot more expressive—and introspective—with their use of artificial intelligence. Google’s Veo 3 has stolen some thunder with its realistic, lip-synced video dialogue, tested out in an adrenaline-laced Moncler film by R/GA. Meanwhile, nonprofit Save the Children Romania took a heavier route with…
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Snap demos new AR experiences for Dior and Louis Vitton
At Snap’s “Crafted for Luxury” event, luxury fashion took a detour from runways to AR run-throughs. Snapchat debuted new AR experiences for Christian Dior Couture and Louis Vuitton. Where Dior invited users on a choose-your-own-astrological-adventure guided by its iconic bee, Louis Vuitton let friends explore its Sun Song fragrance, co-developing a shared sensory immersion into…
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From Runway to Render: How Zalando’s AI Models Are Redefining Fashion Marketing
Zalando is diving headfirst into generative AI, using the tech to drastically cut the time and cost of producing marketing imagery for its app and website. With AI-generated “digital twins” of models, the e-commerce giant can now swap long, expensive photoshoots for ultra-fast, budget-friendly visuals. According to VP of Content Solutions Matthias Haase, imagery production…
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L’Oréal’s Gen AI Lab Speeds Up Beauty Content
L’Oréal has taken a bold step in streamlining its creative workflow by partnering with Google to use generative AI tools like Imagen 3, Gemini, and Veo 2. Under the umbrella of its in-house beauty content lab, “Creaitech,” the cosmetics giant is using AI to generate storyboards, packaging designs, and product visuals. By leaning on AI…
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Dr. Martens Taps AI to Lace Up Customer Identity
Faced with the industry-wide challenge of personalization in a post-cookie world, Dr. Martens has partnered with customer data platform Amperity to get a better grip on who their customers are—and how to reach them. With hundreds of stores and sprawling digital properties, the iconic British brand needed a single view of the customer. Amperity’s AI-driven…
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Puma’s AI-Generated Ad: A New Playbook for Creativity?
Puma just ran a bold experiment with AI in advertising. Partnering with agency Monks, the sports brand used hundreds of AI agents to build an ad from scratch, handling everything from concept ideation to scriptwriting and video generation. Unlike traditional generative AI, which usually requires human prompting and oversight, these agents worked collaboratively, passing ideas…
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AI in Ads: The Hits and Misses, According to Humans
As AI continues to reshape advertising, some brands are nailing the blend of technology and creativity, while others are stumbling into the uncanny valley. According to a report from SEO automation platform Chadix, Nike, Coca-Cola, and Samsung were among those that used AI effectively, while brands like Toys “R” Us and Mango faced backlash. Nike’s…
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Metaverse Marketing: The Top 5 Brand Plays Right Now
The metaverse may not be dominating headlines like AI, but brands are still betting big on virtual worlds. The NFL scored a touchdown inside Roblox with an interactive Super Bowl event, letting players take on challenges as the Chiefs or Eagles, earning in-game currency for digital rewards. Meanwhile, Meta continues its push for a mixed-reality…
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AR Filters Take Over: January’s Best Branded Activations
Brands kicked off 2025 with a splash of Augmented Reality, leveraging platforms like Snapchat and TikTok to create interactive, engaging experiences. Luxury brands such as Jimmy Choo, Jean Paul Gaultier, and Dior led the charge, transforming their signature aesthetics into 3D animations that resonated with younger audiences. Meanwhile, entertainment brands embraced AR to deepen fan…
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HUGO BOSS launches AI-generated models with video
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HIGHLIGHTS: November 2024
November was an interesting month, punctuated for me by a nasty wind storm that ripped through the Seattle area, knocking out power for roughly half a million people in the area. We were without power for 4 days. When reliable high-speed connectivity gets scarce, it becomes clear how reliant on it most of us have…
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BOSS Unveils Immersive Holiday Shopping Experience
BOSS has entered the holiday season with flair, launching a virtual shopping experience to showcase its merino wool holiday collection. Featuring David Beckham as its ambassador, the campaign highlights an array of stylish essentials like sweaters, scarves, and beanies in luxe merino wool. At the heart of this campaign is an immersive virtual platform created…
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ThredUp’s AI tools increase purchases and return visits
ThredUp’s recent dive into AI-driven tools is paying off, with tangible results indicating a notable shift in shopper behavior and engagement. Since launching its visual search and Style Chat chatbot in August, ThredUp reports that customers using these tools are four times more likely to complete a purchase than those who don’t. Additionally, new customers…
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How Clarks is Using Roblox to Turn Gamers into Shoppers
Clarks is continuing its digital strategy on Roblox by teaming up with Netflix’s Stranger Things, marking another step in its branded experiences on the platform. Known for its PlayPrints Simulator game, Clarks is now offering exclusive Stranger Things-inspired avatar accessories like Green Torhill and Upside Down shoes. Fans can access these items through Unlockables.gg, and…
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AdAge Top 5 Metaverse Moments – Oct 2024
Check out the latest roundup from AdAge on the Metaverse, featuring: Roblox’s branded virtual world Nike ditches NFTs Hyundai ditches NFTs in a fun way Meta showcases new AR products Roblox takes heat from new report Full story here.
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4A’s Noteworthy News – 19th Edition
NOTE: this post first appeared on LinkedIn here. THE BIG STORY: How AI, AR and Wearables Will Transform Brand Experiences Meta Connect 2024 unleashed a whirlwind of announcements, showcasing Meta’s next steps in AI, AR and wearables—highlighting developments that could dramatically impact how consumers interact with brands, unlocking potential new advertising formats, and further blurring…
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Puma sees GenAI personalization as DTC aid
Puma is leveraging generative AI, specifically Google’s Imagen 2 model, to enhance its branding and e-commerce strategies. The AI generates personalized website images based on user location, such as displaying shoes near Mount Fuji for Japanese shoppers. This shift has led to a 10% increase in click-through rates in India. However, Puma’s use of AI…
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TAG Heuer launches Vision Pro app for Golfers
TAG Heuer’s new “Immersion Golf” app for Apple Vision Pro brings the golf course to your living room. Offering detailed 3D maps of nearly 40,000 courses, the app allows players to plan their game, anticipate obstacles, and even relive previous rounds. This technology-driven approach lets golfers strategize and visualize shots, making it a powerful tool…
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4A’s Noteworthy News – 15th Edition
NOTE: this post originally appeared on LinkedIn here. THE BIG STORY:Human-Minded Creativity in a World of AI In an age where AI permeates our creative processes, it’s crucial for brands and agencies to understand the line between what will.i.am called “imagination regurgitation” and true creativity. A recent study from 4A’s member agency Digitas and Vox…
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4A’s Noteworthy News – 14th Edition
THE BIG STORY: Google beats OpenAI to voice punch, launches new Pixel phones and Gemini Live This week, Google made significant waves with its latest announcements, revealing new AI-driven features and the launch of the Pixel 9 lineup. Gemini AI will power an expanded suite of capabilities across the new Pixel devices. With Apple announcing…
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Depop and Selfridges are stitching AI analytics into second-hand fashion
Depop and Selfridges are teaming up with Kelp Technologies to integrate AI into their second-hand fashion businesses. Kelp’s AI, developed by the startup Truss, analyzes market trends and prices for pre-owned apparel, offering insights that help streamline pricing and product recommendations. By automating these processes, the companies aim to reduce costs, save time, and minimize…
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ThredUp’s New AI Tools
ThredUp has introduced two new AI-powered tools aimed at enhancing the thrifting experience. The first tool allows users to upload images from platforms like Instagram or their devices to search ThredUp’s vast inventory of 4 million items for similar secondhand pieces. The second tool, the Style Chat chatbot, provides personalized style suggestions based on factors…
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DTC company Shapermint’s AI influencer engine highlights how marketers are actually using the tech
Shapermint, a direct-to-consumer fashion brand, has harnessed AI technology to enhance its influencer marketing efforts. Their in-house AI tool, Altair, automates the creation of scripts and storyboards for platforms like TikTok and Instagram Reels, cutting production time by 70%, and freeing the marketer to allocate that budget on media and higher value efforts. The AI…
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Under Armour Transformed Fitting Rooms into CX and Data-Gathering Differentiators
Under Armour has transformed its fitting rooms into data-gathering hubs using Crave Retail technology. These enhanced fitting rooms feature iPads, allowing customers to view detailed product information and request assistance. This setup fosters personalized service and boosts sales by improving the customer experience. Additionally, the collected data provides valuable insights for optimizing store operations. Under…
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Selfridges and Snapchat launch AR locker room for summer of sport
Selfridges has partnered with Snapchat to launch an AR locker room at its Oxford Street store for the summer of sport. The pop-up allows shoppers to virtually try on sports kits and interact with AR mirrors. Customers can save and share their looks via a one-time QR code on Snapchat. This initiative is part of…
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e.l.f. Beauty and Walmart testing real-world commerce in Roblox
e.l.f. Beauty has partnered with Roblox to launch a pioneering initiative, blending real-world product purchasing within a virtual gaming environment. This collaboration enables players, specifically in the U.S., to buy a special “Pets Hoodie” that aligns with e.l.f.’s cruelty-free ethos directly through a virtual kiosk powered by Walmart within the Roblox platform. e.l.f. Beauty is…
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Motorola Unveils AI-Crafted Ad Campaign
Motorola has launched an entirely AI-generated advertising campaign, “Styled by Motorola,” featuring digital models and music inspired by its brand logo. This cutting-edge campaign was created over four months using multiple AI tools and highlights the new Razr 50 smartphone in various colors, aligning with a digital-first creative approach. Seemingly undeterred from the backlash that…