Zara using AI-edited models

ZARA is using artificial intelligence to edit images of human models for its e-commerce platforms, City AM understands, as the fast-fashion giant looks to cut costs amid a tough retail backdrop.

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Models who have previously shot campaigns for Zara have since been contacted by the Spanish retail giant and asked for permission for their images to be reused and digitally altered with AI. The tech is to be used to dress them in new clothes, as well as place them in different locations without having to pay for another shoot.