The industry that took years to embrace e-commerce has changed its tune, and is now moving quickly to keep up with the technological churn. That rush is perhaps most visible in digital marketing — where fashion, beauty and luxury brands connect with consumers., a point driven home by Friday’s tech meltdown, which saw banks, airlines and businesses around the world disrupted by a software update.
at the top of 2024 to European fashion group Mango’s first fully machine-made campaign in July. Even tech purveyor Motorola got in the fashion game with a fantasy runway show featuring generated models wearing styles inspired by its folding smartphones. Of course, gaffes and AI hallucinations still happen, so human participation and judgment are still needed. But Big Tech is racing to work out the kinks and perfect its machines.Tirocchi pointed to Google, Meta and TikTok as examples of major platforms racing to make AI tools so creators and advertisers can generate content faster. And they’re coming at a time when brands are ready to latch onto them.
She has “seen a massive shift in digital marketing dollars go towards platforms like TikTok despite its political woes,” she said. This massive audience stretches across Instagram, Facebook, Messenger and WhatsApp, ranging from organic shares and sponsored posts to Facebook and Instagram Shops and video ads on Reels, the short-form video format that has seen time spent by users jump 50 percent.
The system also features creative genAI tools that can generate or enhance content, as well as reformat it, as necessary.