Why Fashion Brands Switch to AI Photography

AI photography is transforming how fashion brands create visuals by offering faster production, lower costs, and greater flexibility. Instead of relying on costly photoshoots, brands now use AI tools to generate lifelike images, customize designs, and adapt content for diverse audiences. This shift is driven by the demand for high-quality visuals in e-commerce and social media, where 75% of online shoppers depend on product images to make purchasing decisions. AI-generated content costs as little as $0.75–$1.30 per image, compared to thousands of dollars for traditional shoots, and can be produced in hours rather than weeks.

Key Takeaways:

• Cost Savings: AI reduces production costs by up to 95%.

• Speed: Brands produce campaign-ready visuals in under 24 hours.

• Personalization: AI creates images tailored to different body types, skin tones, and customer preferences.

• Efficiency: Tools like virtual try-ons and digital twins streamline operations and reduce returns by up to 40%.

• Market Impact: AI-powered advertising is projected to reach $58.6 billion by 2025.

This approach is helping brands like Zara and H&M boost sales, improve engagement, and manage inventory more effectively. However, transparency, ethical considerations, and maintaining consumer trust remain critical as AI reshapes the industry.

FASHN AI: Revolutionising Fashion Photography with AI

Main Reasons Fashion Brands Switch to AI Photography

Fashion brands in the U.S. are turning to AI photography to streamline operations, enhance creativity, and connect with their audiences more effectively.

Speed and Efficiency

The fashion world thrives on speed, and AI photography helps brands keep pace with tight deadlines. Tasks like styling, changing backgrounds, and creating model variations that once took weeks can now be done in minutes. This efficiency allows companies to produce more content without stretching their resources. Big names like Zara, ASOS, and H&M are already reaping these benefits. Plus, the faster production process helps brands save money while scaling up.

Lower Costs

Traditional photoshoots can be expensive, with costs piling up for photographers, models, and studio rentals. AI photography, on the other hand, can produce high-quality images for as little as 75 cents to $1.30 each . These savings are reshaping the industry, as AI-powered advertising is projected to hit $58.6 billion by 2025. In fact, 79% of top marketing executives report better ROI with AI tools. Zara provides a compelling example: by adopting AI, they increased e-commerce sales by 41%, grew gross profits by 7.2%, and shortened their design-to-store timeline to just 15 days.

"The way we're building BetterStudio is to create more opportunities - for models, for photographers, for model agencies, for fashion brands. In today's world, brands are struggling to keep up with the demand for content." - Luca Arrigo, CEO of BetterStudio

Design Flexibility

AI photography gives brands an incredible level of creative freedom. It allows them to tweak every detail of their images, from a model's height and skin tone to their facial expressions and the surrounding environment. This flexibility enables quick design prototyping and the creation of diverse, inclusive visuals tailored to specific campaigns. For instance, one fashion house saw a 30% increase in online engagement after using AI models in a campaign, while another significantly reduced e-commerce photoshoot costs. Additionally, about one-third of brands now use AI-generated backgrounds to speed up production, cut costs, and expand creative options. With 34 million new AI images being generated daily as of August 2023, the possibilities for customization continue to grow, making it easier for brands to craft unique marketing visuals.

Better Marketing Personalization

AI photography works hand-in-hand with data-driven strategies to create visuals that feel personal and tailored to individual shoppers. This approach not only improves representation but also eliminates the need for multiple physical photoshoots. Visuals produced with AI are shared 40 times more often on social media, and AI-powered insights have been shown to improve digital ad conversions by up to 35%. Accurate and engaging imagery also builds trust and reduces costly returns - especially important when online returns cost retailers a staggering $212 billion in 2022. Moreover, product images featuring models can increase conversions by as much as 30% compared to flat product shots.

AI Tools and Methods Changing Fashion Photography

The fashion world is embracing AI technologies to revolutionize how brands create visuals. These tools are not only streamlining processes but also opening up new possibilities for personalization and creativity in fashion imagery.

AI Model Photography and Digital Twins

AI-generated "digital twins" are reshaping the way brands manage photoshoots. These virtual replicas of real models capture every detail, from facial expressions to body proportions, offering endless possibilities for content creation without the need for traditional shoots.

H&M is at the forefront of this shift. In April 2025, the brand partnered with AI company Uncut to create digital twins of 30 models for use in social media and advertising campaigns. What sets this initiative apart is that the models retain ownership of their digital doubles, giving them the ability to license these replicas to other brands.

"We are curious to explore how to showcase our fashion in new creative ways - and embrace the benefits of new technology - while staying true to our commitment to personal style." - Jörgen Andersson, Chief Creative Officer at H&M

This approach not only provides models with new revenue opportunities but also allows brands to style these digital twins in various outfits, settings, and campaigns - all without the logistical headaches of live photoshoots.

AI Clothes Changers and Virtual Try-Ons

AI clothes-changing tools are transforming how brands display their products. These technologies can digitally dress models in different outfits, creating lifelike visuals without the hassle of physically changing clothes. The result? Brands can save up to 80% on photoshoot costs while still achieving high-quality results.

In July 2024, department store manager Robert M. shared how AI cut his photography budget in half, with many customers unable to distinguish between AI-generated images and traditional photos. Boutique owner Guy Hawkins echoed this sentiment:

"Thanks to FitRoom, I cut our photo shoot costs by 80%. The fabric rendering isn't perfect on sequins, but for regular clothes it's amazing." - Guy Hawkins, Boutique Owner

Virtual try-on technology is another game-changer. By allowing customers to see how clothes fit on different body types, this feature has boosted e-commerce conversion rates. For example, in January 2024, e-commerce manager Tom H. reported doubling sales after introducing virtual try-ons. Additionally, this technology addresses the costly issue of returns, with some brands reducing return rates by 40%.

Large-Scale Customization

AI isn't just about creating individual images - it’s enabling massive customization at scale. With advanced tools, brands can quickly produce thousands of variations, from altering backgrounds and lighting to creating seasonal versions of product shots. Tools like Resleeve make this process up to 20 times faster than traditional methods.

This speed allows brands to experiment with different visuals, tailor content to specific audiences, and respond to trends or seasonal demands with ease. AI also ensures that clothing is adapted to various body types and poses, creating realistic and flattering previews for diverse models.

BetterStudio's Role in AI Fashion Photography

BetterStudio provides an all-in-one solution for AI-powered fashion photography. The platform combines AI-generated photo capabilities with access to real models through its marketplace, covering the entire spectrum of fashion photography needs.

Key features include customizable AI models, hyper-realistic photo generation, and bulk editing tools designed for fashion e-commerce. BetterStudio also integrates seamlessly with Shopify, ensuring smooth use for online stores. Its user-friendly interface makes it accessible even to teams without technical skills.

For larger brands, BetterStudio offers API integration for enterprise solutions, allowing businesses to incorporate AI photography into their workflows. Pro users also benefit from dedicated account management, ensuring personalized support as they scale their operations.

This blend of AI-driven innovation and human collaboration reflects the industry's move toward faster, cost-effective, and adaptable content production. As digital fashion artist Stephy Fung puts it:

"With technology, you either adapt or get left behind. But for creatives, it's not just about keeping up - it's about using digital tools to open new doors and redefine what's possible." - Stephy Fung, digital fashion artist, educator, and content creator

Benefits for U.S. Fashion Brands

U.S. fashion brands are tapping into the advantages of AI photography to reshape their operations and boost profitability. Beyond the speed and cost improvements, this technology is helping brands streamline product launches, manage inventory more effectively, and reduce financial risks - all while staying competitive in a fast-paced market.

Faster Product Launches

AI photography cuts out delays caused by studio bookings, model scheduling, and lengthy post-production. What used to take weeks can now be done in just hours. Brands can create campaign-ready visuals almost instantly, allowing them to kick off advertising campaigns 2–3 weeks earlier than traditional methods. Even more impressively, they can unveil product visuals before the physical inventory is in stock. This speed not only improves time-to-market but also minimizes the risks tied to inventory management.

Lower Inventory Risks

Managing inventory is a massive challenge for U.S. fashion brands. In 2023 alone, the industry faced a staggering 2.5–5 billion unsold garments, with unsold stock valued between $70–140 billion. For instance, Nike had to mark down 44% of its products in 2024, compared to just 19% two years earlier.

AI photography helps tackle this issue by enabling brands to test the market and gauge demand before committing to large-scale production. By generating interest early, brands can adjust their strategies to avoid overproduction. This approach can save brands from losing up to 20% of their monthly profits due to poor inventory decisions.

Some companies are already seeing the rewards of this strategy. Zara, for example, sells 85% of its items at full price - far above the industry average of 60% - thanks to its quick production cycle of just 10–15 days from design to sales floor. Similarly, Louis Vuitton has managed to cut inventory levels by 30% and speed up delivery times by 50% using demand-based planning systems.

Cost Savings and Growth Potential

AI photography delivers substantial financial benefits by slashing the costs associated with traditional photoshoots. Here’s a breakdown of the savings:

For a typical mid-tier photoshoot, expenses can quickly add up: photographer fees (~$3,500), stylist costs (~$2,000), location rental (~$1,000), hair and makeup (~$2,000), and model fees (~$2,500), plus extra costs for catering and other needs. In major U.S. cities, professional commercial photography often starts at $150–250 per hour and can exceed $300–500 per hour for specialized shoots.

AI photography offers a much more affordable alternative. Brands using AI clothing models report content costs that are 80–95% lower than traditional methods. For example, BetterStudio charges as little as 75 cents to $1.30 per image, which can be reused across multiple campaigns. This affordability, combined with the ability to scale up and create visuals for large inventories, levels the playing field for smaller brands, allowing them to compete with larger companies by producing high-quality imagery at minimal cost.

The savings don’t just cut expenses - they create room for growth. By reinvesting these savings, brands can expand their reach, innovate, and stay competitive in the ever-evolving fashion industry. AI photography is proving to be a game-changer for U.S. fashion brands looking to thrive in today’s market.

Future Trends and Important Considerations

Fashion brands are undergoing a transformation as AI reshapes design and innovation. With technology advancing rapidly, it’s crucial for brands to understand where this evolution is heading and the challenges they’ll need to address.

AI's Role in Shaping Fashion Design

AI is no longer just about generating images - it’s now influencing how fashion brands design and interact with their customers. From the initial concept to the final consumer experience, AI is making its mark on every stage of the fashion lifecycle.

Today’s shoppers expect hyper-personalized experiences. A whopping 73% of consumers want brands to understand their preferences, and 56% are more likely to remain loyal to brands that offer tailored experiences. AI is making this possible by enabling companies to create deeply personalized interactions, even offering designs customized to individual tastes.

Take Zara, for example. The brand uses AI to analyze a mix of sales data, social media trends, customer feedback, and even weather patterns. This allows them to predict demand and dramatically shorten the time it takes to bring designs from the drawing board to store shelves.

Generative design is another game-changer. AI is now pushing creative boundaries, exploring forms and patterns that human designers might not consider. A standout case is Zalando’s partnership with Google on Project Muze. This initiative used machine learning to craft fashion designs based on customer preferences, yielding an impressive 40,424 unique designs in just its first month.

These advancements are only the beginning, as innovations on the horizon promise to reshape the fashion world even further.

Opportunities for New Innovations

The next wave of AI applications is set to bring even more dramatic transformations for U.S. fashion brands. Beyond streamlining production and cutting costs, future advancements could revolutionize design and sustainability efforts.

Virtual try-ons are becoming increasingly sophisticated. Warby Parker’s virtual try-on app, for instance, uses AI to analyze face shape and skin tone, delivering personalized fit recommendations. Similar technology is poised to revolutionize clothing, offering realistic simulations of how garments will look and fit on different body types.

Sustainability is another area ripe for AI-driven improvements. With the fashion industry responsible for producing 186 billion pounds of textile waste annually - 87% of which ends up in landfills - AI offers solutions to significantly reduce waste. For example, AI can optimize garment patterns to minimize fabric waste, recommend sustainable materials, and redirect up to 70% of textile waste for recycling.

Trend forecasting is also becoming more precise. Heuritech, a Paris-based company, analyzes over 3 million social media images daily, identifying over 2,000 fashion attributes to predict consumer demand. This kind of insight helps brands stay ahead of trends and avoid costly inventory missteps.

"We see a lot of AI implementation in areas like supply chain, merchandising, customer personalization, and marketing. Using AI, brands can better predict customer trends, meaning less waste. AI is also improving brand manufacturing tracking, which means more transparency."

• Naomi Ellis, Fashion Professor at ASU FIDM

And the financial potential is enormous - generative AI could add up to $275 billion to industry profits by 2028.

Ethics and Practical Challenges

While these technologies open up exciting possibilities, they also bring ethical and legal considerations that brands must navigate carefully.

Transparency is key to maintaining consumer trust. Research shows people want to know when AI is used in creating images, yet they often can’t tell the difference.

"As AI continues to evolve in fashion advertising, brands should consider disclosing when AI is used in campaigns to maintain consumer trust."

• Alejandro Pena, 2L at Vanderbilt Law School

Legal and intellectual property issues are also becoming more complex. For instance, the Fashion Workers Act in New York now includes protections against AI misuse, requiring written consent for using models’ digital replicas. Brands must ensure AI-generated models don’t infringe on individuals’ likeness or intellectual property rights as laws evolve.

Bias and representation remain ongoing challenges. AI often reflects the biases in its training data, which can result in discriminatory outcomes in generated images. To address this, brands need to audit their datasets and ensure their AI systems represent diverse body types, ethnicities, and styles.

Data privacy is another critical issue. Brands must collect only the data they truly need and obtain explicit consent before using personal information to generate AI images. With regulatory bodies like the FTC and the EU's Digital Services Act pushing for transparency in AI-powered advertising, compliance is becoming increasingly important.

The key lies in striking the right balance:

"The brands that succeed will be those that find the right balance between AI-generated and human-created content, leveraging AI's efficiencies while maintaining trust and authenticity."

• Alfredo Deambrosi, imgix

AI should be seen as a tool to amplify human creativity, not replace it. Maintaining human oversight to review AI-generated content for quality, fairness, and ethical standards is essential. By leveraging AI’s capabilities while staying true to their values, fashion brands can gain a competitive edge and build lasting consumer trust.

Conclusion

AI photography is reshaping how U.S. fashion brands create and share visuals, delivering clear advantages in today’s fast-moving market.

The speed and efficiency of AI allow brands to react to trends almost instantly, bringing products to market faster. Traditional photoshoots, with their weeks of planning, scouting, and coordination, are no match for AI’s ability to produce high-quality images in just minutes. This streamlined process not only saves time but also opens the door to significant creative and budgetary benefits.

Speaking of budgets, the cost savings are hard to ignore. AI eliminates many expenses tied to traditional photoshoots - think photographer fees, model hires, studio rentals, and travel costs. With these savings, brands can invest in producing a broader range of content while keeping spending in check.

AI also broadens creative possibilities. As Amy Gershkoff Bolles, Levi’s Global Head of Digital and Emerging Technology Strategy, explained:

"We are excited about a world where consumers can see more models on our site, potentially reflecting any combination of body type, age, size, race and ethnicity, enabling us to create a more personal and inclusive shopping experience."

The numbers underline the momentum behind this shift. Forbes estimates that by the end of 2025, 90% of online content could be AI-generated. Moreover, 85% of professional photographers expect the industry to undergo major changes within the next five years. Brands that get ahead of this curve will likely gain a competitive edge.

Still, adopting AI isn’t just about technology - it’s about trust. Nearly 9 in 10 consumers worldwide want to know if an image was created using AI. Transparency matters, especially when 73% of consumers reward brands that stay genuine. A thoughtful approach that blends AI efficiency with open communication will resonate with audiences.

For U.S. fashion brands, the real question isn’t whether to use AI photography - it’s how quickly they can integrate it without losing sight of their core values. By combining AI’s capabilities with human creativity and maintaining transparency, brands can lead the way, setting a standard for both innovation and integrity.

AI is shaping the future of fashion photography. The brands that embrace this evolution today will define the industry tomorrow.

FAQs

How does AI photography help fashion brands create more personalized and inclusive marketing?

AI photography opens up new possibilities for fashion brands to create marketing content that reflects a wide variety of body types, skin tones, and personal styles. This digital approach helps brands connect with diverse audiences in a way that feels more genuine and relatable.

With AI tools, brands can highlight inclusivity without the logistical hurdles or high costs of traditional photoshoots. These tools also enable the creation of virtual models or digital figures that shine a spotlight on underrepresented groups. This not only promotes diversity but also appeals to today’s consumers, who increasingly prioritize representation in the brands they support.

What ethical challenges should fashion brands consider when using AI-generated images?

Ethical Challenges for Fashion Brands Using AI-Generated Images

Fashion brands diving into the world of AI-generated images face a range of ethical challenges that require careful attention. A top priority is respecting intellectual property rights. Without proper diligence, brands risk running into copyright disputes or legal troubles, which can damage their reputation and finances.

Another critical factor is transparency. Consumers value honesty, so brands should clearly disclose when images or content are created using AI. This openness not only builds trust but also reinforces ethical practices.

Privacy concerns also come into play. If a brand uses AI to replicate or mimic someone's likeness, obtaining proper consent is non-negotiable. Failing to do so could result in serious legal and reputational fallout, especially if individuals feel their identity has been misused or misrepresented.

By addressing these ethical concerns head-on, fashion brands can integrate AI into their creative processes responsibly, earning the trust and loyalty of their audience.

How does AI photography help fashion brands manage inventory and increase profits?

AI photography is transforming how fashion brands manage their inventory and improve their bottom line. By enabling precise demand forecasting, it helps brands produce just the right amount of stock, cutting down on overproduction and minimizing unsold items. This not only reduces waste but also ensures inventory levels match what customers are actually looking for.

On top of that, AI-driven tools offer real-time insights, helping brands make smarter decisions to prevent stockouts and keep inventory turnover efficient. The result? Lower costs, better efficiency, and improved profits. Plus, it supports eco-friendly practices by reducing excess production - a win for both businesses and their customers.

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