Numerous internationally established brands are already strategically using CGI models, digital avatars, or AI-based twins in their marketing and content productions. Examples of this include H&M, Puma, and Zalando, which use digital technologies to produce content more efficiently and explore new visual paths.

H&M is experimenting with digital models and virtual try-ons, while Puma is focusing on digital campaigns and CGI productions to appeal to younger audiences in particular. Zalando, in turn, uses innovative visualization technologies and avatars to play out fashion content in a scalable and personalized way.

Even in the luxury segment, brands like Balenciaga, Prada and Balmain are driving this development forward. The Balenciaga fashion show, in which digital technologies were consistently used, was particularly formative: In the Spring/Summer 2022 “Clones” show, models were digitally multiplied using CGI and deepfake technology, so that all looks were presented based on a single real model. Brand previously staged her collection as an interactive video game with a virtual reality experience, in which avatars presented the fashion.

These examples clearly show that the use of AI and CGI models is no longer an experimental approach, but is developing into a fixed component of modern, international brand communication.