- Mango, a pioneer in the style trade, created a campaign generated totally by generative AI for the limited-edition Sundown Dream assortment of its youth line.
- The launch is a part of the Earn lever of Mangos Strategic Plan 2024-2026, which goals to create worth by technological improvement, information administration and operational excellence.
- With a robust dedication to innovation, Mango has developed greater than fifteen machine studying platforms (MLE) since 2018 that apply artificial intelligence at completely different factors of its worth chain, reminiscent of pricing and personalisation, amongst different areas.
Mango, one among Europes main style teams, demonstrated its dedication to innovation with the creation of the first campaign generated totally utilizing artificial intelligence for the limited-edition Sundown Dream assortment of the Mango Teen youth line, now out there in 95 markets. The corporate is a pioneer in the style trade and one among the first to develop the graphic picture of a set utilizing this expertise.
This initiative displays our continued dedication to innovation and being on the leading edge in the style world, says Jordi Alex, Chief Info Know-how Officer at Mango. Artificial intelligence is a technological revolution that presents nice alternatives that ought to act as a co-pilot to increase the capabilities of our staff and additional amplify our creativity. As a result of expertise will both make us extra human or it gainedt, he provides.
A wide range of inside groups collaborated on the improvement of the campaign, together with Mango Teens design, artwork and styling, dataset and AI mannequin coaching, and its pictures studio, amongst others. The creation course of started with taking pictures with actual pictures of every garment in the assortment. By leveraging the actual pictures, a generative AI mannequin was educated to learn to generate pictures by positioning the actual clothes on a mannequin. On this part, the largest problem was attaining pictures with editorial high quality just like a style campaign, whereas sustaining the traits of the garment and the mannequin. Lastly, as soon as the pictures have been generated with AI, the artwork staff chosen, retouched, edited and mastered the pictures in the pictures studio.
This technological advance and the dedication to digital transformation are a part of the Earn lever of Mangos Strategic Plan 2024-2026, which goals to create worth by technological improvement, information administration and operational excellence.
Dedication to innovation
Innovation has all the time been a key pillar of Mangos technique and has helped the firm change into one among the main teams in the European style trade. From the creation of a differentiated enterprise mannequin to model communication with the principal celebrities of the second or the pioneering dedication to digital transformation, the firm has been at the forefront of its sector.
Since 2018, Mango has developed greater than fifteen completely different platforms that apply artificial intelligence at completely different factors in its worth chain, reminiscent of pricing and personalisation. Amongst the most notable is the inside conversational generative AI platform to handle use circumstances of its staff and companions. Mango additionally makes use of a picture generative AI platform to assist the firms design and product staff search inspiration by taking a look at completely different ideas as a way to co-create prints, materials and clothes and search inspiration for window dressing, structure and inside design. Different noteworthy platforms embody the pricing coverage on mango.com and in the retail retailer chain; the product suggestion platform for prospects; in addition to its presence in additional than sixty international locations and in additional than twenty languages to enhance customer support.
In January 2024, Mango ratified its dedication to digital innovation by becoming a member of Roblox, the world immersive communication and connection platform that has greater than 70 million day by day energetic customers. Particularly, the firm opened its first immersive retailer on the platform, situated in the digital Outfit Buying Mall, the place customers should purchase Mango Teen digital clothes and merchandise for their avatars.
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