Mango has implemented AI models in new fashion campaigns, but some have questioned whether it should be classed as false advertising.
The Spanish brand piloted generative AI models in July, creating the Sunset-Dream campaign aimed at teenagers, before going on to release another AI-generated ad campaign this month.
It was a move that formed part of Mango’s Strategic Plan 2024-2026, which, according to the brand’s press release, ‘aims to create value through technological development, data management and operational excellence.’
Mango believes the move demonstrates its commitment to innovation, adding that the brand is a pioneer in the fashion industry.
‘This initiative reflects our continued commitment to innovation and being on the cutting edge in the fashion world,’ Jordi Alex, Chief Information Technology Officer at Mango, said
He added: ‘Artificial intelligence is a technological revolution that presents great opportunities that should act as a co-pilot to extend the capabilities of our employees and further amplify …