Generative AI’s Role in E-Commerce

18 June 2025

Generative AI’s Role in E Commerce

Our consortium is closely following the latest advancements in generative AI, especially as outlined by Zalando and highlighted in recent industry reports. These developments promise to reshape the fashion e commerce landscape:

  • Content creation at scale

    Zalando recently disclosed that around 70% of its editorial campaign images in Q42024 were AI generated. This shift has cut imagery production time from 6–8 weeks to just 3–4 days, and slashed costs by up to 90%.

  • AI-driven marketing efficiency

    Generative tools now produce fashion content faster and more affordably, enabling rapid responses to transient trends like “brat summer” and “mob wife”—capturing consumer attention on social media.

  • Conversational, personalised shopping

    Zalando’s new AI-powered assistant uses generative models to understand natural language prompts, guiding users with highly personalised recommendations—far beyond traditional keyword search methods.

  • Virtual fitting rooms and sise accuracy

    AI-supported 3D avatar try-ons allow customers to input height, weight, and gender to evaluate fit. This has boosted user engagement, with about 50% of customers trying more than one sise virtually, notably enhancing confidence in sizing.

By integrating generative AI, Zalando enhances every stage of the customer journey—from accelerated content creation and dynamic styling to immersive fit tools and natural language shopping experiences. These innovations align perfectly with Green DigiFashTech’s mission to drive sustainable and digital transformation in fashion.

What’s next?

  • Pilot generative AI content workflows: Reduce time and cost for visual assets.
  • Integrate conversational assistants: Enhance customer guidance and product discovery.
  • Expand virtual try-on capabilities: Lower return rates and foster purchase confidence.
  • Measure eco-impact: Track benefits like reduced photoshoots, fewer returns, and improved engagement.

Green DigiFashTech remains committed to exploring these technologies, ensuring we lead in digital innovation—while staying true to our sustainability values.

Read the full articles:

Enhancing the E-Commerce Customer Journey with Generative AI Zalando uses AI to speed up marketing campaigns, cut costs