The European fashion retailer says roughly 70% of its editorial campaign assets were AI-generated in Q4 2024, cutting production from 6–8 weeks to 3–4 days and costs by about 90%.
2026-08-26 · by Moe Ameen
Zalando, the fashion e-commerce platform operating across roughly 25 European markets, has been scaling generative AI through its content production. In reporting surfaced in mid-2025, the company said approximately 70% of its editorial campaign assets were AI-generated in the fourth quarter of 2024, and that AI had compressed imagery production from six-to-eight weeks down to three-to-four days while cutting costs by about 90%.
The pitch is speed at the pace of trends. Matthias Haase, Zalando's VP of content solutions, framed the shift as the ability to "move at the pace of culture — from spotting a trend to producing tailored content in under 24 hours." In practice that has meant AI-built campaign imagery riding fast-moving social moments — the company has pointed to reacting to a trend like "brat summer" in under 24 hours, where a traditional shoot cycle would miss the window entirely.
The technical spine is 3D and "digital twins": high-fidelity scans of products and photorealistic model replicas that can be dropped into AI-generated environments without re-shooting. That lets the same asset be varied across looks, backdrops, and formats, and lets a product page show an exact replica of a campaign model without hundreds of physical photos. Haase has been explicit that this reshapes creative roles rather than eliminating them — describing it as giving creative teams "six hands" instead of two.
Zalando is not alone: H&M, Mango, and others have publicly moved into AI-generated model and campaign imagery over the same period. Figures like the 70% share and the 90% cost cut are the company's own; treat them as directional rather than audited.
Zalando's story is what a full AI content pipeline looks like at retail scale: generate on-brand imagery fast, vary it across looks, and ship it while a trend is hot. The reason it works isn't a single model — it's the assembly line around the model. [Kompozy](/) is that assembly line for creators and small brands who don't have a 3D studio or a content-solutions department.
Point Kompozy at a product, a trend, or a single idea and it generates the campaign — not one image, but a set across 18 formats: brand-exact [carousels and HyperFrames](/glossary/hyperframes) that hold your styling pixel-for-pixel, face-locked persona photos and quote graphics, a [Persona Short](/glossary/persona-shorts) with an avatar delivering the hook, plus a blog post and newsletter. A [Persona Brief](/glossary/persona-brief) keeps voice and look consistent the way Zalando's digital twins keep a model consistent — so the whole set reads like one brand, not one prompt run twelve times. Then [Autopilot](/glossary/autopilot) captions each asset per platform and schedules it across the eight social platforms plus blog and email behind a per-post review gate. The move Zalando made — spot a trend, produce tailored content in under a day — is the workflow Kompozy hands a one-person brand: idea in the morning, a full trend-timed campaign scheduled by afternoon.
Zalando reported that roughly 70% of its editorial campaign assets were AI-generated in the fourth quarter of 2024. The figure is the company's own and applies to editorial campaign imagery, not every asset on the platform.
The company says AI reduced imagery production from six-to-eight weeks to three-to-four days and cut costs by about 90%, letting it go from spotting a trend to tailored content in under 24 hours. These are Zalando-reported numbers.
They are photorealistic 3D replicas of products and models. High-fidelity scans let Zalando place the same product or model into AI-generated environments without re-shooting, and show an exact replica of a campaign model on product pages without hundreds of photos.
Yes, in workflow if not in scale. The differentiator is an AI pipeline that generates on-brand assets fast and publishes them across platforms. A tool like Kompozy generates a full multi-format campaign from one idea and schedules it across eight social platforms plus blog and email.