Creative

translated from Turkish The brand made a game-changing move in fashion by using AI-based image generation technologies instead of traditional photo production for the collection's image shoots.

Marka, koleksiyonun imaj çekimlerinde geleneksel fotoğraf prodüksiyonunun yerine yapay zekâ tabanlı görsel üretim teknolojilerini kullanarak modada ezber bozan bir adım attı.

The AI, though, would make this glimmer silver, or make the glimmer too big, so it was more like speckles and not just a fine shimmer. This is always where it was breaking and it was quite frustrating for us.

We wanted the new technology to optimise processes and enable us to test a greater number of creatives across multiple channels more quickly, whilst still leaving room for creative work,

Over the past few years we have been implementing generative AI in content at [company]. We have now reached an important milestone where we integrated digital twins into our fashion marketing campaigns.

translated from Spanish we don't want to show AI-generated images of our products. We still rely heavily on photography and real images, but it is true that we are using AI more and more to communicate on social media

no queremos enseñar imágenes de nuestros productos generadas con inteligencia artificial. Seguimos apoyándonos mucho en la fotografía y en las imágenes reales, pero es verdad que cada vez estamos usando más la IA para comunicar en redes sociales

We didn't know if AI was actually cheaper (with external talent and agency costs, usually it isn't). We didn't know if the time spent giving feedback to AI artists was more or less than a classic production.

translated from French The challenge was twofold: offer a very high-quality product and make it known, in a context of tight budgets. That is what led us to bet on AI.

L’enjeu était double : proposer un produit de grande qualité et le faire savoir, dans un contexte budgétaire contraint. C’est ce qui nous a conduits à miser sur l’IA.

one pilot around image generation, which found a fully synthesised photoshoot was “just as expensive” as the ones it was producing in-house

I’ll admit it: I’m reaching out less and less to my human creative peers and instead leaning into artificial intelligence (AI).

"The winning combination was that AI and human team," he explained.

translated from German With [company], [company] is testing how AI can make brand imagery scalable without sacrificing recognisability.

Mit [company] testet [company], wie KI Markenbilder skalierbar macht, ohne die Wiedererkennbarkeit zu opfern.

Every asset we ship, whether a human made it or an AI agent did, draws from that same source.

we looked to leverage a combination of brand created assets and UGC created assets. I mean, let's do that at different touch points. So upper funnel, you know, we'd maybe do something that talked about what refurbished tech is. …

A brand with clear guidelines still drifts in tone over three years. Nobody decided to change it.

Using AI to scale the production of creative assets without losing brand distinctiveness.

“If the picture isn’t of anything real, you’re effectively scamming the customer, right?” [..] said.

"Think of the process of approving [campaign] artwork; there's a lot of regulatory, brand [and] legal rules that you need to respect. Those are known in advance, so we built a solution to make sure that is checked automatically."

"What we're asking for is transparency about where it's getting embedded because we want to understand how it's being used.

translated from French At the end of the pilot phase, after 400 workshops and 50,000 marketing assets produced, we rolled out six technology platforms to automate the creation, distribution and tracking of content.

Au terme de la phase pilote, après 400 ateliers et 50 000 contenus marketing produits, nous avons déployé six plateformes technologiques pour automatiser la création, la diffusion et le suivi des contenus.

You know, you’ve got to create quality ads and you need thousands of them.

AI can help me bridge the gap between what is required of me versus what the resource is for me - it just makes everything possible.

On paid ads, we generate and test hundreds of creative variants simultaneously across every platform.

Traditional creative processes, built around linear production and scarce hero assets, struggle to keep up with that reality.

translated from Spanish [company] lets us automate creative.

[company] nos permite automatizar la creatividad.

You have to opt out of each one, individually, every time you post something.

[..] said it’s still more of an ambition than reality, especially given the variety of metrics that might be used to measure AI success

We looked at the story arc of some of our creativity, what was performing well. We looked at feedback, we measured our brand awareness, we measured unprompted [awareness],

The challenge I see now is [to] have a strong measurement framework across all the different platforms that we are using and track the results from our brand campaigns,

And what that would do is that would almost be like a bit of cocaine marketing. You know, you get a massive spike, they'll then be a drop and the longevity there maybe doesn't really exist. And it doesn't build this threshold of quality and trust that you would want to do because it's a one-off it's, it's a gun …

Creators are in more than 60% of brand plans - yet fewer than 40% of marketers can prove the return.

At some point, we are going to have more data and more intelligence, and we’re going to have more trust that is the right thing, but I don’t think we are there yet

The team landed on a brilliant creative idea, and System1 testing helped us refine and optimise it by listening directly to consumers.

We are advocates of pre-testing, especially when bringing bold ideas to market,

“I believe the ones to blend creativity with the right intelligence and data, translating marketing effectiveness into a good storytelling, will always stay as valuable at the board table.”

We’re piloting content production, approval automation and translation use cases in a highly regulated category, with rigorous compliance controls and strong executive support

“As we grow into new geographies, we need processes that can keep pace with both regulatory expectations and the unique demands of each market.”

Cultural moment happens. Brand has the perfect angle. Creative team moves fast, concept ready in 24 hours. …

Too often, when you work with an agency, you get trapped in a slow and slightly absurd cycle: internal stakeholder, then account manager, then creatives, then proposal, then endless rounds of rework.

translated from German We wanted to be not only product-first but also content-first, translating relevant topics and trends quickly into our own language and content, without long briefing and approval processes and without losing quality

Wir wollten nicht nur Product-, sondern auch Content-First sein, relevante Themen und Trends schnell in unsere Sprache und Content übersetzen - ohne lange Briefing- und Freigabeprozesse und ohne dabei an Qualität einzubüßen

In the Middle East, we’ve also ensured the system flexes for Arabic layouts and regional creative needs, while maintaining the same visual strength and consistency

Simplicity is key, and usually it is also a challenge to strike on brand and cultural relevance at once.