Zara is changing how it creates images for its online store. The fashion brand has started using artificial intelligence to generate product photos.

Instead of doing a new photoshoot for every outfit, Zara now edits existing photos of real models. AI tools dress the models in different clothes or place them in new digital settings.

This helps Zara move faster. It also cuts down costs. The brand can upload new collections online much quicker than before.

Zara says this technology is not meant to replace people. It is only there to support existing creative work. The company wants to keep its premium look while keeping up with fast fashion trends.

The models involved are not left out of the process. Zara reportedly asks for permission before using their images digitally. The models are also paid the same amount they would earn from a normal photoshoot, even if they do not return to the studio.

This idea is known as using digital twins. Other brands like H&M have tried similar methods. H&M has even experimented with full AI versions of models. Zara’s focus is mainly on speeding up online product images.

Not everyone is happy with the change. Photography groups have raised concerns. They worry that AI images could reduce work for photographers, stylists, and production teams.

Zara is currently trying to position itself as a more high end brand. Under its current leadership, the company is balancing technology with tradition.

The move shows how quickly fashion is changing. AI is becoming part of the process. But questions around creativity and jobs remain.