The emergence of generative artificial intelligence in the world of branding raises a crucial question: can a machine capture and transmit the essence of a brand? Mango's recent campaign, created entirely with AI, invites us to explore this issue.

Mango and its commitment to generative AI

Mango has launched a campaign for its youth line, Mango Teen, using exclusively images generated by artificial intelligence. The process began with real photographs of the garments, which were then used to train an AI model capable of generating images by positioning the garments on virtual models. The objective was to achieve an editorial quality comparable to a traditional fashion campaign, while maintaining the characteristics of the garments and models. The art team selected, retouched and mastered the final images in the photo studio.

This approach is part of the “Earn” pillar of Mango's 2024-2026 Strategic Plan, which seeks to create value through technological development and operational excellence.

Generative AI and branding: a viable combination?

The use of AI in advertising campaigns raises questions about the ability of this technology to preserve brand identity. While AI can generate visually appealing images, there is a risk that they lack the authenticity and coherence that characterizes a brand.

In the case of Mango, the campaign has been met with divided opinions. Some praise the innovation and efficiency of the process, while others question the loss of human connection and the possible homogenization of images.

Lessons for brands and creatives

1. Human-AI Collaboration: AI should be a tool that enhances human creativity, not a replacement for it.
2. Preserving brand identity: It's essential that AI-generated campaigns reflect the values and personality of the brand.
3. Transparency: Informing consumers about the use of AI in campaigns can strengthen trust and authenticity.

Conclusion

The Mango campaign marks a milestone in the integration of artificial intelligence into branding. However, it also highlights the importance of balancing technological innovation with the preservation of brand identity.