Overview
- Models who previously worked with Zara said they were asked to approve AI edits of their images and were told they would receive the same fee as a standard shoot, according to CityAM.
- Inditex confirmed it uses artificial intelligence only to complement existing processes, saying agreements are mutual and compensation follows industry practice.
- Rivals are pursuing similar strategies, with H&M creating AI "digital twins" of real models who retain ownership of their likeness and Zalando using AI to accelerate imagery.
- Industry representatives warn that fewer traditional shoots could reduce commissions and opportunities for photographers, models, and production crews.
- Reporting describes the tools operating within Zara’s current workflow to reuse approved imagery and reduce repeat shoots, aligning with a broader shift toward larger flagships, greater online focus, and stricter cost control in softer retail conditions.