Zara uses AI to generate fashion images

Zara is the latest fast fashion retailer to use AI to create new images of real models in different outfits, speeding up the production process in an industry shift that could have a significant impact on fashion photography.

Zara’s AI experiments follow Swedish competitor H&M, which said earlier this year that it had created AI clones of models for use in marketing.

The European online fashion retailer Zalando also uses AI to create images faster.

“We only use artificial intelligence to complement our existing processes,” said a spokesman for Zara owner Inditex in…