GermanyRetail and e-commerce2024 – ongoing

Zalando

Generative AI for editorial campaign images

Zalando reported 90% lower image production costs with generative AI

WorkingCompany's own claim

Problem

Fashion trends moved faster than Zalando's campaign production schedule. Conventional imagery took weeks to prepare.

Approach

Zalando used generative AI to produce images for its app and website. It used the images in editorial campaigns responding to short-lived fashion trends.

Results

90%reduction in imagery production costs reported by ZalandoCompany's own claim[1]

around 3 to 4 daysimagery production time, down from 6 to 8 weeks, according to ZalandoCompany's own claim[1]

Around 70%share of editorial campaign images generated with AI in Q4 2024Company's own claim[1]

Takeaway

Faster image production let Zalando respond to trends while they were still relevant to customers.

Sources

Zalando uses AI to speed up marketing campaigns, cut costs
Reuters / The Star7 May 2025News article

Source summaries

[1]Reuters / The Star7 May 2025

Reuters interviewed Zalando's content executive about AI-generated marketing imagery. He reported shorter production times and lower costs; around 70% of editorial campaign images were AI-generated in Q4 2024.

Full details are in the original sources.

Added 1 Nov 2026 · Updated 1 Nov 2026