{"id":138129,"date":"2025-12-19T11:09:21","date_gmt":"2025-12-19T10:09:21","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=138129"},"modified":"2025-12-19T11:09:23","modified_gmt":"2025-12-19T10:09:23","slug":"une-seule-seance-photo-des-centaines-de-tenues-zara-utilise-lia-sur-de-vrais-mannequins","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/une-seule-seance-photo-des-centaines-de-tenues-zara-utilise-lia-sur-de-vrais-mannequins\/","title":{"rendered":"Une seule s\u00e9ance photo, des centaines de tenues : Zara utilise l&rsquo;IA sur de vrais mannequins"},"content":{"rendered":"\n<p><strong>Zara <\/strong>utilise l&rsquo;intelligence artificielle pour cr\u00e9er des images de vrais mannequins portant diff\u00e9rentes tenues. La cha\u00eene de mode souhaite ainsi acc\u00e9l\u00e9rer la production d&rsquo;images pour ses campagnes publicitaires.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab En compl\u00e9ment \u00bb<\/h2>\n\n\n\n<p>\u00ab Nous utilisons l&rsquo;intelligence artificielle <a href=\"https:\/\/www.reuters.com\/business\/retail-consumer\/zara-turns-ai-generate-fashion-imagery-using-real-life-models-2025-12-18\/\">uniquement pour compl\u00e9ter nos processus existants<\/a> \u00bb, a d\u00e9clar\u00e9 un porte-parole d&rsquo;Inditex, le propri\u00e9taire de Zara. Le groupe de mode a r\u00e9agi \u00e0 des informations selon lesquelles Zara aurait demand\u00e9 \u00e0 un mannequin l&rsquo;autorisation de modifier ses images \u00e0 l&rsquo;aide de l&rsquo;IA afin de pouvoir pr\u00e9senter plusieurs articles. Selon le t\u00e9moignage anonyme, les mannequins sont r\u00e9mun\u00e9r\u00e9s autant qu&rsquo;ils le seraient pour des s\u00e9ances photo suppl\u00e9mentaires.<\/p>\n\n\n\n<p><strong>H&amp;M<\/strong> a d\u00e9j\u00e0 annonc\u00e9 plus t\u00f4t cette ann\u00e9e qu&rsquo;il utilisait le clonage de mannequins par IA \u00e0 des fins marketing. <strong>Zalando utilise <\/strong>\u00e9galement l&rsquo;IA pour cr\u00e9er plus rapidement des images. Tout comme Inditex, ces acteurs de la mode soulignent que l&rsquo;IA soutient les \u00e9quipes cr\u00e9atives et augmente l&rsquo;efficacit\u00e9, sans les remplacer. L&rsquo;Association of Photographers britannique pr\u00e9vient n\u00e9anmoins que l&rsquo;IA r\u00e9duira le nombre de missions pour les photographes, les mannequins et les \u00e9quipes de production. <\/p>\n\n\n\n<p>Les consommateurs indiquent \u00e9galement clairement qu&rsquo;il faut (encore) trouver un \u00e9quilibre en mati\u00e8re d&rsquo;images g\u00e9n\u00e9r\u00e9es par l&rsquo;IA. Aux Pays-Bas, <strong>McDonald&rsquo;s <\/strong>a \u00e9t\u00e9<strong> <\/strong>contraint de retirer sa publicit\u00e9 de No\u00ebl \u00e0 la t\u00e9l\u00e9vision <a href=\"https:\/\/www.ad.nl\/show\/mcdonalds-verwijdert-ai-kerstcommercial-na-golf-van-kritiek~a68c345f\/\">apr\u00e8s que la vid\u00e9o ait \u00e9t\u00e9 vivement critiqu\u00e9<\/a>. La vid\u00e9o avait \u00e9t\u00e9 enti\u00e8rement r\u00e9alis\u00e9e \u00e0 l&rsquo;aide de l&rsquo;intelligence artificielle, mais les consommateurs l&rsquo;ont trouv\u00e9e artificielle et exag\u00e9r\u00e9ment clich\u00e9e.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Zara utilise l&rsquo;intelligence artificielle pour cr\u00e9er des images de vrais mannequins dans diff\u00e9rentes tenues. La cha\u00eene de mode souhaite ainsi acc\u00e9l\u00e9rer la production d&rsquo;images pour ses campagnes publicitaires.<\/p>\n","protected":false},"author":5,"featured_media":138130,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[1467,328,1531],"people":[],"extra":[],"company":[405,406],"topic":[488],"region":[],"class_list":{"0":"post-138129","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"tag-artificiele-intelligentie","10":"tag-fotografie","11":"tag-intelligence-artificielle","12":"company-inditex","13":"company-zara","14":"topic-marketing"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Une seule 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