By I. Hansana, Jadetimes News
Mango Launches First AI Generated Campaign for Teen Line
Mango, the Spanish high street giant, has unveiled its first AI generated campaign for its new teen line, addressing concerns about AI potentially homogenizing fashion imagery. Jordi Alex, Chief Information Technology Officer at Mango, emphasized the company's commitment to innovation, describing AI as a revolutionary technology that should extend the capabilities of their employees.
The campaign development involved a collaborative effort from various internal teams, including Mango Teen's design, art and styling, dataset and AI model training, and the photography studio. While AI offers numerous benefits, Mango acknowledges the ethical concerns, such as the potential reinforcement of biases and unrealistic beauty standards through AI models.
Pioneering Technology Adoption
Mango has been integrating AI into its operations since 2018, developing over fifteen distinct AI powered platforms across its value chain. These innovations range from pricing strategies to personalized customer experiences, demonstrating Mango's commitment to technological advancement in the fashion industry.
One notable AI implementation is an internal conversational platform designed to meet the needs of employees and partners, streamlining communication and enhancing operational efficiency. Additionally, Mango has introduced an AI image generation platform that inspires its design and product teams, aiding in the creation of prints, fabrics, and garments, as well as ideas for window displays, architecture, and interior design.
Mango has also leveraged AI to optimize pricing policies on its e commerce platform and in physical stores. The company employs data analytics to make personalized product recommendations, enhancing the shopping experience and driving sales and stock level optimization.
In January, Mango expanded into the metaverse by launching a virtual store on Roblox, a digital platform with over 70 million daily active users. This store allows users to purchase digital versions of Mango Teen clothing and accessories for their avatars, though revenue from these digital ventures has not been disclosed.
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