Hugo Boss goes AI

Hugo Boss is accelerating its digital transformation by integrating artificial intelligence (AI) into its customer experience and internal processes, including the e-shop. The brand is deploying AI-generated content on its e-commerce platforms to offer more immersive, personalized experiences. A recent video featuring a virtual model dressed in Hugo Boss illustrates the impact of this technology on product presentation and storytelling.

As part of its "Lead in Digital" strategy, Hugo Boss aims to digitalize 90% of its products by 2025. This approach reduces material waste and speeds up collection design. The brand had already developed an entirely digital collection of 105 pieces, proving the viability of this transition.

Artcare is also revolutionizing brand imaging with hyper-realistic artificial mannequins, an innovative alternative to traditional photo shoots. By combining AI and art direction, these solutions offer luxury brands a powerful way to optimize their visual production while reinforcing their digital identity.

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