Zara Uses AI Models as Stores Close

Zara is leveraging artificial intelligence to modify images of human models for its e-commerce platforms, according to recent reports. This move by the fast-fashion giant is aimed at reducing costs in a challenging retail environment. The company has reached out to models who previously participated in campaigns and requested their permission to reuse and digitally alter their images using AI technology.

The technology will be used to dress the models in new outfits and place them in different settings without the need for additional photo shoots. Two models, who chose to remain anonymous, confirmed that Zara offered them the same payment as a standard shoot, even though they would not have to return to the set.

One model shared with the publication: “I was emailed and asked if I was comfortable with my images being used and edited with AI to show different items.” They added, “But I’ll still be paid the same amount as if I’d travelled for another shoot.”

Zara has acknowledged the use of AI, stating that it is intended to supplement traditional photography rather than replace it. A spokesperson for the company said, “We use artificial intelligence to complement our existing processes.” They further noted, “We work collaboratively with our valued models – agreeing any aspect on a mutual basis – and compensate in line with industry best practice.”

AI as a response to cooling fashion demand

Zara’s decision comes as fashion retailers face declining customer demand and increasing pressure on profit margins. Recent data from the British Retail Consortium and KPMG showed that UK retail sales growth slowed to its weakest pace in six months in November. Total sales increased by just 1.4% year-on-year, down from 2.3% in September, as shoppers cut back on spending ahead of the Autumn Budget.

Non-food sales, which include clothing, rose only 0.1%, with online growth offset by falling foot traffic in physical stores. Helen Dickinson, chief executive of the BRC, attributed the slowdown to “pre-Budget jitters among shoppers” and noted that fashion underperformed during a mild November, which reduced demand for winter clothing.

The report also highlighted that rising household costs and macroeconomic uncertainty continue to affect discretionary spending. In this context, AI-edited photos offer an appealing solution. Fewer photo shoots mean faster turnaround times and lower costs for producing content at scale.

Following H&M

Zara’s approach mirrors that of rival retailer H&M, which earlier this year announced plans to create AI "digital twins" of 30 real models. These models retain ownership of their likeness. H&M acknowledged that its strategy could be controversial but argued that involving models in the process was the best way to address the debate, ensuring job security and rights as AI becomes more prevalent in the industry.

Zara, however, has not made its AI initiatives public, even as AI tools increasingly influence how fast fashion images are created, especially for e-commerce. The technology is already widely used in less creative areas of modeling, such as catalog and online product imagery, where volume takes precedence over artistic expression.

A cost play

Zara’s parent company, Inditex, has maintained financial resilience, reporting double-digit sales growth during peak trading periods. The company has also managed to keep margins stable despite currency fluctuations and US tariff wars. However, it has been quietly reducing its physical presence by closing dozens of stores globally while investing heavily in its online operations.

Given this shift, AI-assisted images appear to be more about operational efficiency than a creative experiment. While it is positive that models involved have been asked for consent and are receiving fair compensation, this practice could lead to a slippery slope. As AI tools become more affordable and advanced, the question remains: how long can this balance between cost-saving and ethical considerations be maintained?