Zara uses AI to create model images from existing photos, cutting costs and speeding production while facing job concern.

Zara has begun using artificial intelligence to digitally generate images of real models wearing different outfits, a move aimed at speeding up production and reducing costs. The shift, part of a broader trend seen at H&M and Zalando, involves editing existing photos rather than conducting new shoots. Zara’s parent company, Inditex, says AI is used to support, not replace, human roles, with models compensated fairly and consulted on edits. Despite assurances, concerns persist among photographers, models, and production teams about reduced job opportunities. The change aligns with Zara’s ongoing efforts to elevate its brand through larger flagship stores and high-end design, while its parent company continues to support fashion photography through the MOP Foundation.