Artificial intelligence
Customer & Marketing
In the above-mentioned project, Palmer IA helped a fashion house produce Digital Twins of its muses to feed its international campaigns. The process involved scanning models in high definition and generating hyper-realistic images and videos using multimodal models. The company’s lawyers, bookers and executives took part in workshops to understand the technical and legal implications. This collaboration has shown that AI does not replace shootings, but rather shifts the creation of value: a reduced number of production days is enough to feed multiple digital declensions. The approach is humanistic: the model retains control over his or her image and receives specific remuneration. This precedent sheds light on the thinking of Elite and other luxury brands.
AI is making its presence felt at every stage of the campaign value chain. Upstream, predictive algorithms identify trends, optimize design and simulate virtual prototypes. During production, AI-driven cameras and software improve lighting, correct imperfections in real time and compose 3D scenes. Downstream, generative models create infinite variants of a shot: changing color, adapting to different markets, transposing a mannequin into a virtual set. Post-production studios use “multimodal AI” technologies that combine text, image and audio to generate complete videos. A Palmer AI publication points out that these systems are capable of describing an image, answering questions based on a photo and generating an image from a simple text description. Brands are also using multimodal chatbots capable of analyzing a photo of a damaged product and suggesting a replacement.
The appeal of these technologies is driven by spectacular market growth. According to Precedence Research, the global market for AI applied to fashion was valued at $2.23 billion in 2024 and is expected to reach $60.57 billion by 2034, representing a compound annual growth rate (CAGR) of 39.12%. A Market.us report on AI in luxury brands indicates that the market will grow from $1.2 billion in 2024 to $5.6 billion in 2034, with a CAGR of 16.2%. The study highlights that 90% of fashion and luxury executives see AI-driven personalization as essential, and that generative AI could contribute between $150 and $275 billion in incremental profit in apparel and luxury over the next five years. In the beauty sector, AI already represents a $4.43 billion market in 2024, with a projection to $27.65 billion in 2034 and a CAGR of 20.2%. McKinsey estimates that the beauty industry alone could add $9-10 billion to the global economy thanks to generative AI. Finally, the global market for luxury goods (fashion, cosmetics, perfumes, watches, jewelry) reached $398.5 billion in 2025 and is expected to climb to $670.6 billion in 2035: digitalization therefore represents a growing slice of an already vast cake.
One of the major arguments put forward by brands is the reduction in costs and lead times. Parallel Pictures Studios, which works for luxury houses, reports that AI-generated imagery for e-commerce reduces production costs by up to 70% compared to a traditional shoot. For campaigns, the savings are around 50%. The use of avatars and digital twins, such as those H&M plans to create (30 digital twins by 2025), also makes it possible to reuse a single capture for dozens of variations. The Arta agency believes that this strategy translates into an ability to stage concepts that are difficult to realize with real models, while improving efficiency and creativity. Models retain their rights and are remunerated for each use of their clone, and can even license their avatar to other brands.
For fashion houses, AI makes it possible to multiply looks and personalize collections. Zalando already produces 70% of its editorial images using AI, which speeds up the launch of new products. Cosmetics brands use image generators to create hundreds of shades and textures for each reference. In perfumery, AI can be used to create virtual olfactory settings and broadcast immersive videos that tell the story of a fragrance’s universe.Watchmakers are creating photo-realistic renderings of complex mechanisms and testing customized dresses, while jewelers are using 3D simulators to present unique pieces on avatars. These uses are part of a logic ofdigital omnipresence: a single “hero” shoot becomes the source of a myriad of content for social networks, e-commerce and in-store experiences.
The current dynamic oscillates between curiosity and caution. The director of Parallel Pictures points out that most clients are adopting AI as a complement rather than a replacement: brands shoot a traditional campaign first, then ask for AI variations. This strategy is fueled by a feeling of FOMO (fear of missing out): even the most image-protective brands feel compelled to experiment. Even so, criticism emerges when the use of AI becomes too visible: Valentino’s AI campaign for its DeVain bag was deemed “cheap” and “disturbing” by some consumers, reminding us that the perception of value and authenticity is at the heart of luxury. H&M’s AI-generated video also sparks debate about emotion and authenticity.
The conclusion that emerges is that of a hybrid model: AI replaces neither humans nor craftsmanship, but amplifies creation and enables content to be scaled while preserving the exceptional character of the pieces. Houses will be able to segment their value chain: a physical shoot for “hero” campaigns, then a generative flow for e-commerce and declinaisons. This model implies rethinking contractual relations with models, revisiting remuneration scales and implementing rigorous governance (see articles 2, 3 and 4). For Elite, the challenge will be to position itself as the architect of this new ecosystem, offering brands real and virtual talent, transparent contracts and AI expertise. The transformation, already initiated by players like Palmer IA, must be put at the service of creation, diversity and excellence.