Zalando’s AI Models & what this means for Photographers and Studios

In this episode, we break down how Zalando, the Berlin-based fashion e-commerce giant, is using AI to transform its marketing engine. From building digital twins to skipping costly photoshoots, we explore how this shift slashed content costs by 90% and reduced production timelines from two months to just a few days. But what does this mean for the creatives behind the scenes?

Highlights:

• Zalando now uses AI-generated content in 70% of its campaigns, cutting production time from 6–8 weeks to just 3–4 days.
• The company developed 3D “digital twins” of models in partnership with ORENDT Studios to replace traditional photoshoots.
• Campaign costs have dropped by an estimated 90%, reshaping team structures and logistics.
• We explore which creative roles are being disrupted—and which new ones are emerging, like AI model editors and generative art directors.
• Tips for creatives: from offering hybrid AI packages to rebranding as “creative tech consultants.”

Links

Full article: Reuters

The Human AI Experience 2025 Intro

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