Zara Deploys Generative AI for Models, Virtual Fitting Rooms

Zara has implemented generative artificial intelligence to produce hyper-realistic images of human models and launch a virtual fitting room. The technology allows the retailer to overlay new collections onto existing photographs of models, accelerating the pace of digital catalog updates without requiring additional physical photo sessions.

Inditex, Zara’s parent company, characterizes the move as a tool to enhance efficiency and maintain a "fresh" online presence during high-rotation periods such as seasonal sales. The strategy follows similar announcements from competitors H&M and Zalando, who have also integrated AI-generated models and imagery into their marketing and operations.

“We are using artificial intelligence only to complement our existing processes,” an Inditex spokesperson said in a statement. “We work in collaboration with our valued models, agreeing on any aspect on a mutual basis, and we compensate according to industry best practices.”

Reports indicate that Zara seeks approval from models to edit their images with AI and provides compensation equivalent to the fee of a second photography session.

Back in June, the company reported a 1.5% increase in sales during 1Q25, reaching €8.27 billion (MX$179 billion). The result fell short of analyst expectations of €8.36 billion and marked a slowdown from the 7% growth recorded in the same period last year. The company attributed the more subdued performance to cooler weather in key markets, including Spain, where approximately 15% of its global sales originate, and ongoing macroeconomic uncertainty.

Despite slower revenue growth, Inditex maintained a gross margin of 60.6% and recorded a net profit of €1.31 billion, a slight year-on-year increase. The group, which also owns brands such as Massimo Dutti, Stradivarius, Bershka, and Pull&Bear, emphasized operational resilience and highlighted early signs of recovery.

Virtual Fitting Room and Generative Avatars

Expanding its "omnichannel experience" strategy, Zara recently activated a new "virtual fitting room" in the Spanish market following its launch in Mexico, the United Kingdom, Germany, the Netherlands, and Italy. Accessible exclusively via the official Zara app, the tool utilizes generative AI to create hyper-realistic simulations of how garments fit a user's specific body.

The process requires users to provide two photographs: a selfie and a full-body image. The AI then generates a personal avatar in approximately two minutes, providing both a high-resolution photograph and a 360-degree video recreation of the avatar wearing the selected items.

Industry analysts suggest this tool has the potential to reduce return rates and increase the average ticket size. By generating a "total look," the app encourages users to purchase complete outfits suggested by the AI rather than single items. 

AI Assistants and Operational Efficiency

Zara is also preparing to implement an AI-powered assistant to replace or complement its current search function. Already active in several international markets, the assistant allows for image-based searches, verifies product availability, and offers styling suggestions for specific occasions.

While Inditex leadership, including President Marta Ortega, emphasizes that AI is intended to assist creative teams rather than replace them, the shift has raised concerns regarding the long-term impact on the fashion photography supply chain. The reduction in physical sessions may decrease demand for entry-level photographers, production crews, and traditional modeling assignments.

Strategic adjustments under Ortega have seen Zara reduce its store count to focus on larger, more sophisticated physical locations while simultaneously elevating the digital experience through these high-tech iterations.