In a constantly evolving marketing universe, where technological innovation redefines traditional strategies, Mango recently made a bold move by revealing that its Teen campaign was entrusted to artificial intelligence. This daring choice raises many questions: how far can we trust a machine to capture the essence of teenage trends? What results have emerged from this? Let’s dive into this fascinating adventure that combines fashion, creativity, and technology, and discover together the remarkable outcome of this collaboration between humanity and artificial intelligence.
Mango innovates with an AI-generated campaign
Mango, a pioneer in the fashion industry, has revolutionized its latest campaign for the limited edition collection Sunset Dream from its youth line, Mango Teen, by using artificial intelligence. This unprecedented approach in the industry demonstrates the brand’s ongoing commitment to technological innovation.
Mango’s 2024-2026 strategic plan
This initiative is part of the Earn lever of Mango’s 2024-2026 Strategic Plan, aiming to create value through technological development, data management, and operational excellence. Since 2018, Mango has developed over fifteen machine learning (MLE) platforms to apply AI at various levels of its value chain, encompassing pricing, personalization, among other areas.
A collaborative creative process
The creation process for this campaign involved various internal teams at Mango, including the design, art, and style teams of Mango Teen, as well as training datasets and generative AI models. The initial phase consisted of photographing each garment in the collection. From these photos, a generative AI model was trained to learn how to generate images by placing the real garments on a model.
The challenge of artistic editing
The biggest expectation during this project was to obtain editorial quality images similar to a real fashion campaign, while maintaining the characteristics of the garment and the model. Once the images were generated by AI, the artistic team selected, retouched, edited, and mastered them in the photography studio.
AI platforms at Mango
For several years, Mango has been heavily investing in AI to diversify and optimize its internal processes. Among the various notable platforms:
- An internal conversational AI platform to meet the needs of employees and partners.
- A generative image AI platform to inspire design and product teams.
- A product recommendation platform for customers.
These tools have also facilitated the development of pricing policies on mango.com and in the retail store chain, as well as improved customer service in over sixty countries and in more than twenty languages.
Mango in the virtual world
In January 2024, Mango strengthened its commitment to digital innovation by joining Roblox, the global immersive communication and connection platform. The brand opened its first immersive store there, located in the virtual Outfit Shopping Mall, allowing users to purchase Mango Teen clothing and digital products for their avatars.
With this pioneering initiative, Mango shows how digital transformation and artificial intelligence can be creatively and effectively integrated into the world of fashion.
