Mango Creates First AI-Generated Campaign for Teen Line

Mango has unveiled the first-ever campaign generated entirely by artificial intelligence for its limited-edition Sunset Dream collection, part of the Mango Teen line. This launch is a key element of the Earn lever in Mango’s Strategic Plan 2024-2026, focused on value creation through technological development, data management, and operational excellence.

Jordi Alex, Chief Information Technology Officer at Mango, stated, “This initiative reflects our continued commitment to innovation and being on the cutting edge in the fashion world. Artificial intelligence is a technological revolution that presents great opportunities to extend our employees’ capabilities and amplify our creativity. Because technology will either make us more human or it won’t.”

The campaign development was a collaborative effort involving Mango Teen’s design, art and styling teams, as well as dataset and AI model training experts, and the photography studio. The process began with real photos of each garment, which were then used to train a generative AI model to position the garments on a model. The challenge was to achieve editorial-quality images that maintained the characteristics of the garments and models. Once the AI-generated images were created, the art team selected, retouched, edited, and mastered them in the photography studio.

This technological advancement aligns with Mango’s long-standing commitment to innovation, which has been a cornerstone of the company’s strategy. Since 2018, Mango has developed over fifteen machine learning platforms that apply AI across its value chain, including pricing, personalization, and product recommendations. Notably, Mango has created an internal conversational AI platform to address employee and partner use cases, as well as an image generative AI platform to inspire the design and product teams.

In January 2024, Mango further solidified its commitment to digital innovation by joining Roblox, the global immersive communication platform with over 70 million daily active users. Mango launched its first immersive store on the platform, located in the virtual Outfit Shopping Mall, where users can purchase Mango Teen digital clothing and products for their avatars.