Mango release ai Teen Campaign

Its not the first time in ecommerce that ai images have been used. But for Mango, a brand renowned for its outstanding imagery and high production values, this marks a significant moment.

Mango has previously collaborated with iconic photographers like Steven Meisel and Ryan McGinley. Their campaign content excels not just due to budget but from the entire creative direction package; model casting, locations, and themes are always perfectly crafted.

The brand have been very quick to talk about this project. The press release from 10th July (view here) quickly picked up industry attention but the crucial question is does it build customer trust?

Brand Value

Mango has clearly labeled the content as AI-generated on the PDP, a commendable move, especially with ongoing discussions about perfection, body image, and beauty standards. However, will this transparency raise further questions for customers about the brand or its models in the future? This issue is distinct from retouching or the personal use of filters, which remain in constant debate during the social media boom.

How will GenZ take to this?

Is it significant that Mango chose the teen segment for this launch? I haven’t seen this discussed in detail yet, but it feels like a very deliberate choice. Will GenZ embrace this concept, quickly move on, or react differently?

Creative Industry Perspectives

While the business side of retail may welcome innovations that lower content creation costs, reduce logistics, and allow for theoretically unlimited image production, the perspective of creatives can differ significantly. Photographers, in particular, seem divided: some perceive AI as a direct threat to their livelihoods, while others have embraced it to stay ahead of the curve

Content Output : AI-Generated Content Quality

Content thrives on the effectiveness of its message, visual impact, and customer connection. Overall, the images are good, but they lack soul and don't fully convey the brand message. Despite this, the output is quite high. Hair, skin, and faces are consistent, although face shapes noticeably change between shots. The full-length shots are cropped at the feet—was this a creative decision, or did AI struggle with toes as it did with fingers back in 2023?

All image content copyright Mango for illustrative use only

Brand Focus Over ai Creative Flair

It's interesting that Mango has not emphasised the potential creative elements here, instead grounding the campaign firmly in the real world. This seems to be the right brand decision, although it has frustrated the vocal AI community. The focus appears to be on testing the possible rather than creating the impossible, aiming to compare an AI production with what could easily result from an actual location shoot.

The ai wave is coming to TikTok

Is Mango simply getting ahead of the curve, testing the waters and gauging customer reaction before mass adoption? Could anyone, beyond behavioral scientists, have predicted how an entire generation would fall in love with and regularly use social media face filters, while simultaneously craving authenticity in storytelling and community? Will AI integration be equally nuanced, or will it be rejected when it comes to trust around clothing, fit, fabric, and brand values?

Closing thoughts

It's been fascinating to watch this unfold over the past week. The response on LinkedIn has been largely positive, in stark contrast to the reaction on TikTok. Will AI integrate at this level, saving brands money and enhancing creativity? Or, as someone commented on TikTok, will it pass as a fad like the NFT craze?