Zara Embraces AI for Model Imagery, Reshaping Fashion Photography

• Zara is now using AI to generate model imagery, accelerating content production and streamlining marketing.
• This move aligns Zara with rivals H&M and Zalando, who also use AI for creative processes.
• Inditex states AI complements human talent; models give consent and are compensated for digital alterations.
• The fashion photography community expresses unease, fearing reduced opportunities despite company assurances.
• Inditex chair Marta Ortega, a patron of fashion photography, balances creative heritage with digital efficiency.

Why It Matters: Zara's AI adoption signals a major shift in fashion marketing, sparking industry debate.