In order to rethink creative processes and marketing, Peek & Cloppenburg Düsseldorf is now increasingly focusing on artificial intelligence (AI).
By fusion of automation, personalization and storytelling, P&C creates an agile brand management that optimizes the customer journey of the customer: the inside, maximizes efficiency and at the same time minimizes the costs, the Düsseldorf fashion retailer said on Thursday.
The AI tools, which are further developed for the requirements of P&C, are used in various corporate areas. One of these applications is the use of AI for scaling and simultaneous personalization of content production. The tools make it possible to generate pictures, videos and texts in real time that are specifically tailored to target groups. In this way, the company can create a lot of relevant content with the same use of resources.
A central element is hyperpersonalization: With the help of specially developed avatars, clothing based on a photo in 3D can be portrayed and adapted to different body shapes, age groups or socio -cultural milieus. The aim is to individualize the shopping experience and strengthen brand binding. In the online shop and in the app, customers are given: personalized recommendations and see products on models with different body shapes, which makes the purchase decision easier and the conversion rate increases, according to P&C.
This is by no means a strategy that is used exclusively in online trading or means a departure from inpatient business. Rather, the corporate pillars of the company are to be supplemented by digitization and new AI tools. In the future, a P&C store could be expanded by Avatar systems that support customers: inside the screen in the product selection or navigation in the store. In addition, AI is to be used to play content precisely on consumers: to play interlets and times of the day.
Creative processes are also supported by AI. Image and text analyzes help to make content more emotional and brand-friendly. Nevertheless, Tewe Maas, Director Brand & Creative, emphasizes that despite all the advantages, the possibilities of AI are limited in relation to emotional depth. According to Maas, it will be even more important in the future to use human creativity and emotional narrative power in storytelling in order to really make fashion desirable. AI change photography and styling, but the creative handwriting of humans remains irreplaceable.