Zara turns to AI to generate fashion imagery using real-life models

FILE PHOTO: Zara's logo is displayed on a window, at one of the company's largest stores in the world, in Madrid, Spain, April 7, 2022. REUTERS/Juan Medina/File Photo

LONDON, Dec 18 (Reuters) - Zara has become the latest fast-fashion retailer to use AI to help create new images of real models in different outfits, speeding up the production process as part of an industry shift that could have a major impact on fashion photography.

Zara's AI experimentation follows Swedish rival H&M, which earlier this year said it had created AI clones of models to use in marketing. European online fashion retailer Zalando is also using AI to create imagery faster.