How Zalando Is Turning AI Content Into Commerce Growth
AI has officially surpassed the experimental stage.
At our London Retail Tea Time event, Roland Butler, Zalando’s Head of Product Content Creation, shares how they’re using AI to improve product content, campaign production, and immersive shopping experiences.
What happens when fashion content becomes intelligent?
For fashion retailers, content is one of the biggest levers for inspiration, conversion, and brand connection. But traditional production models are difficult to scale when thousands of products are onboarded every day, customer expectations keep rising, and trends move faster than campaign calendars.
Zalando is moving beyond static product imagery toward a more dynamic content ecosystem that can react faster and go live while a trend is still hot. Watch the video to find out:
- How Zalando uses AI to scale elevated product content across large assortments
- Why video, 3D, and interactive experiences are becoming central to fashion eCommerce
- How AI-generated backgrounds help optimize content for different audiences and markets
- What retailers can learn from turning AI experimentation into measurable results
As part of the Zalando Group, SCAYLE doesn’t build features from the sidelines. Learn about our retailer-built AI capabilities that are delivering real results for enterprise brands.
From static product shots to elevated content
A single product image on a white background is no longer enough to inspire today’s shoppers. Customers want richer context, more confidence, and digital experiences that bring products closer to the feeling of shopping in-store.
Roland explains how Zalando is evolving its content strategy with AI-generated video, dynamic backgrounds, and immersive 3D technology. These tools allow Zalando to show products in more relevant, inspiring, and interactive ways – without relying on traditional shoot logistics for every asset.
The team is also exploring experiences such as shoe try-ons, virtual fitting rooms, and personalized outfit styling to reduce friction and make digital shopping feel more human.
Reactive campaigns at the speed of culture
Traditional campaign production can take six to eight weeks. But fashion trends move much faster.
At the event, Roland shares how Zalando is using AI to compress the campaign production cycle – from identifying trends and selecting relevant stock to editing assets and localizing copy into 24 languages. The ambition: move from weeks of production to campaigns that can be live within 24 hours.
The results: AI content that performs
✓ 10% higher customer engagement
✓ 17% higher click-through rates
✓ 50% of total campaign content now built with AI
✓ 44% of editorial content and 70% of reactive content powered by AI
✓ 90% of on-site marketing content powered by AI
Ready to turn AI content into retail growth?
Watch the masterclass and learn how Zalando is shaping the next era of AI-first content commerce.