European fashion group, Mango, has taken a leap into the future of marketing, launching its first campaign entirely generated by artificial intelligence (AI).

The campaign, promoting the limited-edition Sunset Dream collection of the Mango Teen youth line, is part of Mango's Strategic Plan 2024-2026, which aims to create value through technological development, data management, and operational excellence.

Since 2018, Mango has developed over fifteen machine learning platforms that apply AI at different points of its value chain, including pricing and personalisation. The campaign was developed by a variety of internal teams, including Mango Teen's design, art and styling, dataset and AI model training, and its photography studio.

The process involved shooting real photos of each garment in the collection, training a generative AI model to generate images by positioning the real garments on a model, and then selecting, retouching, editing and mastering the images in the photography studio. This initiative marks a significant shift in the fashion industry's approach to marketing, with AI playing a central role in the creative process.

"This initiative reflects our continued commitment to innovation and being on the cutting edge in the fashion world," said Chief Information Technology Officer at Mango, Jordi Alex. "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 our creativity. Because technology will either make us more human or it won't."

Mango's use of AI extends beyond marketing. The company has also implemented a conversational generative AI platform for its employees and partners, an image generative AI platform for design and product inspiration, and a product recommendation platform for customers.

In January 2024, Mango joined Roblox, opening its first immersive store on the platform where users can buy Mango Teen digital clothing and products for their avatars. This move into the digital realm, coupled with the company's innovative use of AI in its marketing strategy, underscores Mango's commitment to staying at the forefront of technological advancements in the fashion industry.