Zara uses generative AI to create new images of real human models wearing different outfits, based on existing photoshoots, to accelerate digital catalog updates without requiring additional physical photo sessions.

Reported in December 2025, the technology takes photographs from existing model shoots and uses generative AI to digitally overlay new garments onto those images. Inditex confirmed the practice with a statement: models are consulted and compensated for the use of their likenesses. The stated purpose is to speed up e-commerce content production during high-rotation periods such as seasonal sales. Industry observers note the technology reduces the need for repeated physical shoots, with reports citing that production timelines may have been shortened and shoot costs reduced as a result.