AI expands in fashion as H&M and Mango launch digital-first initiatives

Fashion brands have been exploring artificial intelligence for years, especially in logistics and sales forecasting. Now, AI is stepping into the spotlight for consumers. H&M and Mango are among the latest to unveil new tech-driven initiatives that bring AI directly into the customer experience.

H&M will launch a new visual campaign on July 2 featuring “digital twins” of real models. The Swedish fashion brand will place these virtual avatars in stylized settings that reflect major fashion capitals around the world. The avatars will return later this year—especially during the back-to-school season—appearing digitally in visuals for additional cities.

“We’re exploring new technologies like generative AI to enhance creativity and reinvent how we present and promote fashion. This technology allows us to strengthen our vision and discover new ways to connect with our customers,” said Jörgen Andersson, creative director at H&M.

By using virtual versions of contracted top models, H&M reduces the need for travel and cuts the costs linked to traditional photo shoots.

To ensure transparency, the brand clearly marks campaign visuals with a “digital twin” label, which appears in the bottom-right corner of each image to indicate the use of AI.

Mango is taking a different approach, focusing its latest AI initiative on customer service. The Spanish fashion chain introduced Mango Stylist, a digital shopping assistant integrated into its e-commerce site. Based on user requests, the tool recommends individual products or full outfits. Designed to adapt to each shopper’s preferences, the chatbot also highlights current fashion trends and suggests styling combinations.

The service is currently available in about 10 markets, including France, Spain, Italy, Germany, the United Kingdom, and the United States. For now, it remains limited to Mango’s womenswear line and is accessible via the brand’s e-commerce chat and Instagram account.

Mango developed this style assistant as part of its broader Iris initiative—its post-sale virtual assistant. Together, these tools support the full customer journey, from inspiration to order tracking.

Internally, Mango already operates more than 15 AI-powered platforms. These tools assist at key stages across the value chain, including pricing strategies, print and design development, and in-store visual merchandising.