AI can generate an impressive product image – but can it deliver that same image, correctly named, in the right format, and on time to Zalando, About You, and Amazon simultaneously? That, says Fabio Loparco, CEO of Pixel Moda, is where the real problem lies. In this episode, Valerie speaks with Fabio about what has changed in AI-powered content production for fashion brands since September 2024. They discuss why AI-assisted and Generative AI are two fundamentally different business models. Why scalability doesn't come from the tool itself, but from its integration into the production infrastructure. And why Zalando produces 70% more content at the same cost – not because they have better AI, but because they rebuilt their operating model around it.

Note from the sponsor ChannelEngine:

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Note from the sponsor eDesk:

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The last year in general, most brand were still experimenting with AI but now today they're trying to understand how integrate interreal production.

That is our job.

Without losing naturally control losing over quality, consistency and brand identity.

Let's Talk Marketplace the Marketplace podcast with Ingrid Lommer and Vana Vridichter hello and welcome back to let's Talk Marketplace.

I am Valerie and I really need to do a small confession.

Today I'm solo at the mic for the first time in a while without Ingrid because she's on holiday in Italy.

So yeah, this means today I have brought a guest to you actually also from Italy.

And I'm really trying to still know how to do this because it's a bit like I think riding a bike, right?

You don't forget how to do it even after a few months of baby mode.

So here we go.

Today we are picking up a thread we started back in September in episode 126 when Pixelmura co founder and president Gianni Serassi joined us to talk about what AI assisted content production actually means for fashion brands.

That episode sparked a lot of conversation and a lot has happened since then.

Zalando has publicly said AI gives them 70% more content at basically the same cost.

And the conversation has shifted.

It's no longer about whether AI belongs on fashion content production, it's about how fast brands can actually move and what it costs them to wait.

Today we go a bit deeper.

So how can AI support them in scalable, cost effective way?

That's where we dig today, a bit deeper together with Fabio Lo Paco with us today.

Fabio is Executive managing director and CEO at PixelModer, the Milan based company that is now working with over 900 brands and produces visual content for some of the largest fashion marketplaces and fashion brands and luxury houses in the world.

So Fabio, I'm very happy to have you here today and to see your perspective.

Welcome.

Thank you.

Thank you Valerie.

And it's a pleasure to see you again.

And then nice to meet you everyone.

PixelModel, like Valerie perfectly said, is a company specialized in the production of digital photo and video assets for E commerce.

And our clients include some of the largest European marketplaces, fashion.

Fashion companies, premium brands and luxury labels.

Wow.

This is only one figure to say you.

That's quite impressive.

I'm really looking forward to our interview, Fabio, and to hear more about pixelmotor.

But I would say before we dive in, I would love to hear first about who are you?

I mean, we heard you are the CEO of PixelModer.

What else do you do?

I'm 50 year this year.

50 Year Italian man.

I was born and live in Milan for all my life.

And my background is an IT consultant background because I study engineering and my approach with the fashion.

I try to combine technology and fashion in one job.

And then when I met Gianni Serrazzi, our president and founder, we try together to build PixelModa.

And this is our result.

And I'm very glad to present you our project and how fashion evolving, especially in the commerce.

And then I know that Gianni speak with you eight months ago, I think.

And then if.

If I can start from this.

Yeah, we will start.

We start there later.

Okay.

Okay, sorry, sorry.

You want to ask me something out?

Like first we do your intro, right?

So what do you do best in the marketplace business?

Because.

Or in the.

In the.

Also like in the fashion business because I mean, you said like you're an engineer, you are like also combining that with fashion.

So what do you do best in this industry?

What would you say?

I think is my best is collaborate with our technician to create a platform for delivering images and different platform, like in different marketplaces.

Sorry, Like Zalando, like Broninger, like others.

Because different marketplaces has different formats.

These delivery images, this file sizing, different background, different style guide in general.

And then I collaborated this project for two years and we called them Delivery Matrix.

This is interesting.

We integrated with other platform like tb, one from Trade Byte and other in Europe, but in US too.

Because it's very, very important point of the company.

It is.

And that's what we will also talk about today.

So first and last question about your personal things.

Tell us a fun fact about yourself, Fabio.

Fun fact.

I live.

I spent my life in the city, but I love the sea and I love to swim every day.

And when I can, I like to go to the sea.

Because Italian is a place full of sea.

It is, yeah, yeah, it is.

I can totally understand.

So yeah.

Thank you so much for the first intro, Fabio.

It's a pleasure.

We're back on now.

We already know you Much better.

And I'm really looking forward to diving deep into our topic with you today.

But first, a very short break.

Wondering whether TikTok shop is worth your time.

It is, but only if you get the fundamentals right.

TikTok Shop rewards content performance, runs on creator trust and will punish you if your operations can't keep up.

The brands winning right now have the infrastructure to back up their content strategy.

And that's exactly where Channel Engine comes in.

They connect your backend directly to TikTok shop, handling real time stock sync, listing compliance and order routing.

So when your content takes off, your operations don't fall apart.

We have written a full deep dive on how to win on TikTok Shop.

Head to marketplaceuniverse.com to read it.

Link is in the show notes.

So Fabio.

Well, I'm really happy that we are talking today because actually my background is 15 years of fashion e commerce and through my whole story and my whole history in the fashion e commerce business, there was always this topic of fashion and product images with me.

So at Amazon while I was working, I needed to ask the brands.

I think it was like 12 years ago or 13 years ago, hey, can you send us product images?

And back then it was really, oh well, what we got there as product images was really interesting.

Let me tell you.

The world is changing.

Yeah, the world is changing a lot.

And then I worked as a marketplace manager for a fashion brand, actually an underwear brand.

And I really needed to choose the models where we want to look.

I needed to write a style guide manually how to shoot product images for about you, for Zalando, for Amazon.

Really need to write a style guide which is also fitting to our marketing team and the style guides of the different marketplaces.

And then I needed to write down that's the data name, that's the file name, that's the size of the there you need to crop the image, blah blah blah.

And it was like pages of pages.

Oh holy.

And I, I really, I also remember like those fights in between the company because it was like the marketing team wanted to have like their look and feel on their own website, right?

I needed to do the product images based on how the marketplaces wanted them, otherwise we would not be able to sell our products at all.

And I was like, holy shit.

And every product image, and this is like also almost already like eight years ago, every product image is like costed, I don't know, like 50, 60 Euro.

Like there was no idea about video back then because it was like totally insane.

We had like we have every season so many new products, right?

And then there were the products not bad there in time or we had like different, I don't know, the product sample was different than the original product.

It was really a mess.

And then there was the model shoot and the product samples were not there for the shooting and so on and so on.

So like endless challenges in this process to get them finally really fast back, fast effort online the product.

So yeah, time has changed.

Luckily for fashion brands cost prices as well.

And I'm really happy to get deeper into that.

What changed?

But first let's go into what changed since September.

Because in September we had this talk with Johnny, right?

So now eight months later, what has changed?

What can Pixelmoda now do?

What was not possible back in September.

And yeah, what has especially changed in the product and video creation?

Product image and video creation.

Your experience in one word is headache.

Yeah.

And then it's funny because we start with Amazon Fashion, this r force carsomer.

And then I know very well the complexity of a company like Amazon.

And then to step back to your question, what changed?

I think the biggest shift is not just technological but it's operational.

It's a little change.

Eight months ago or in September, the last year in general, most brand were still experimenting with AI.

But now today they're trying to understand how integrate into real production.

That is our job.

Without losing naturally control losing over quality, consistency and brand identity.

Because the fear is to lost brand identity.

But now is it possible use gen AI different like last year or some some months ago.

Because technology runs, technology runs every day.

If you wake up in the morning and there's a new platform, a new gen AI then function better than yesterday.

And then what has changed for us, for me, humble for me is that Genai no longer is a creative experiment or a demo, but became production ready.

The big evolution in my opinion is the scale.

Consistency at scale.

Because consistency is for human, but scale is for gen AI.

And then I try to explain better this argument.

Because luxury brand, for example.

Because luxury brand is the maximal example.

Don't care if AI can generate a beautiful match once, no.

And they care whether it can reproduce the exact same garment fit color, silhouette, styling standard in general across thousand sku.

Because it's not one sku, it's thousand sku different collection.

And take consistency, I'm sorry, take consistency along the year in different months and collection, winter, summer and so on.

And to delivery marketplace and delivery formats at the same time.

And the other second major revolution is video.

Because video Is a very important asset to create, to add in a pdp.

Because today if you have a look at some brands or luxury brands, they don't have a video in their pdp.

But video helps you helps the brand to increase the conversion.

This is a number, a figure that Shopify said, not pixel model.

Shopify said that can you increase the conversion with the video?

With a simple video 8, 10 second video and you can generate and perfectly design for you, for your brand identity.

And it's very, very realistic and the garment is very realistic and help you to increase conversion up to 20%.

This is big, big and huge number.

It's really a big number.

Yeah, it's huge number.

Maybe eight months ago, AI video was unstable and difficult to industrialize to standardize the process.

But today it's very possible.

And so the conversion moved.

I repeat from can I generate fashion content eight months ago.

And now the question how do we redesign the whole production pipeline around it?

And the discussion is changing now.

All brands want Gen AI, all brands want to save money and all brands want to consistency that remain the same.

Yeah, and this is the challenge.

But it's very possible today.

I mean back then, right.

There was like video was not a topic because it was like simply not able to fit into budget.

Right.

So you had like to book models, et cetera, you needed to be in time, et cetera.

So yeah, it was simply not able to pay.

And now with gen AI that's much easier possible.

Right.

So you don't need to book a model, etc.

So what is.

Or maybe can you explain the difference between.

Because in September we talked a lot about AI Assisted.

Yeah.

And now we talk about Gen AI.

What is the main difference in the content production?

Yes, it's very different.

This is two models of business AI assisted.

If we talk about PixelModel.

AI assisted is our platform developed with Politecnico di Milano.

But the very, very I assisted the means better.

The production is still completely real and with real photographer, real model, real stylist, real garment.

And AI Assisted is a live feedback for the team that produces the assets and say hey, the background is not is a platform, is a software.

But change anything and modify anything of images.

Video is a real support.

It's like have 100 producer on set.

Because correct the correct with the live feedback.

Not correct directly is a live feedback.

If you is a wrong background, wrong styling, wrong format or something else.

And you can obviously is more efficient in one day production.

And the consistency is 100% perfect.

This is AI assisted it's not generate nothing.

And then Genai like the word said the Gen was a major video itself is generated.

And we use many platform.

We have done property model because we know tech company in Geni obviously.

But even humans remain central.

Why?

Because somebody still need to decide does still this still feel like the brand we ask or our creative ask, does your garment still look correct?

What a luxury client upset.

This.

This is the question.

Yeah.

And I like to say always that AI scales platform production.

Sorry.

And humans protect the brand.

This is.

And we use together AI assisted to start and shoot some photos and gen AI to add content.

And then you have in the same time the saving of the eye assisted and the perfection or consistency of the eye assisted.

But you can create more content, more poses.

You can change the model with model swap with the model virtual.

And then you publish photo with the Azure model for the Azure market, for example.

And then you can add the poses.

You can create some editorial photo.

You can create one video e commerce video or editorial video starting from real photo.

And this is the perfect solution because you have the realistic garment and the realistic shoot, but you generate more and more contents in the meanwhile.

You increase the sales and lower the returns because you have more asset to show the real garments.

This is the story we met actually.

Two weeks ago at the ecd, right, Fabio and I watched your product like your presentation there.

It was quite interesting.

And you showed us as well there that for example, in September you said to us, hey, we need the product in your photo studio.

So to make a photo and to create everything AI assisted, right?

Now you also told us like, you just need good pictures from that product and then you can generate everything out of it.

And what I found very interesting was your example where you had like this white dress, which was like a good photo you got, right?

And then you said like to your client, hey, okay, now you want to have like an editorial shoot, right?

So you were.

They were able to choose an model you generated just for them, right?

To have like this consistency in.

In.

Yeah, the look and feel and also the.

The what the brand wants to present.

So they could choose the.

The model.

They could say like, okay, this is the style they should have you to.

They choose the.

The place in Paris and the daylight and whoops.

Oh, wow, great.

So again, so you choose it daylight or evening or et cetera.

And then you created a completely generated AI editorial video out of it based on this white based on Paris.

Okay.

Yeah.

And that was.

I was like really impressed what's really possible because the video looked so real.

And I'm really, really excited about this example because we will also have a webinar where we show this video and also this case I think in July.

So on the 2nd of July we'll have a webinar with PixelModer.

And I'm also really looking forward to this.

And at the same time Zalando also said hey, we have 70% more content at the same costs as well with product videos.

And how is that possible?

Fabio,.

Two things Zalando didn't simplify adopt AI, they redesigned the operation model.

And the Zalando example is a little different because Zalando is the huge client with thousand sku.

But the real issue for Zalando or for provider of Zalando like us, like PixelModa is not generating one image, is managing thousands of SKUs delivery standard localization time to market or better speed to market.

Because SLA with Zalando is very, very strict.

And obviously consistency in Thousand SKU AI becomes powerful only when it's integrated in production infrastructure.

And we did this with Zalando.

It's all integrated in the workflo is not generating some images and then a little different.

But if I can to tell the story of the video in Paris because it's a interesting story.

It's impressive video that one very impressive.

And when I showed the video at SED is a real project for a real client.

It's a multi brand client that sell luxury different luxury brands and they not to remove creativity with Gen AI, but expand it expand creativity.

And I think this is the distinction is very important.

And then what I showed XED as a synthesis a little part of a much larger editorial narrative.

This is romantic story.

It's love story that one.

Yeah.

Because the project started from products already available on the client's E commerce and then we shoot them.

But it's not necessary because we teach and we say to the client hey, you have to shoot these different views of the product and send us images.

This is a large different big difference from some some months ago.

You can send us all images but I have to say to the client what I need to create perfect Genai.

And using Genai those products became a part of complete story.

Like you see.

Because a boy and girl meet in Paris and they are both wearing looks sold on the platform.

Because it's a business love story.

But business story.

And they walk through the city that appear in the editorial style photography obviously across different Paris location and our time relationship and develops between them.

But in the final Part of the narrative when you see the video on extract the video they meet and again at night and climb onto the rooftop of Paris and which is the story of video sequence I showed during the presentation.

That one is I think 20 seconds of video, not one.

And that's become interesting because with the same assets and then product images the first product image we can simultaneously generate E commerce imagery.

We generate editorial storytelling.

Editorial because is a step in the top editorial storytelling campaign like visuals and video content inside one connected production flow on a production flow.

Yeah.

That's crazy.

And that's.

I think this is the one of the biggest, biggest future shift profession brands.

Yeah, I see.

So it's really.

The brands are really staying with their creativity and can improve it.

Right.

And can it absolutely can put more creativity into a project.

Because you can say like okay, this we want to have in Paris at this place.

Does you want to have like in I don't know the Provence at this place.

Right.

So you don't have to move things to videos in Paris in the Provence.

Absolutely.

Because I think if you put creativity in Genai Gen AI give you creativity that you want.

But if you don't know what ask to Gen Gen doesn't function so so, so well.

Yeah.

Yeah.

Because if I try at home to generate that video I can't.

It's not my.

It's not my job.

But creator like a stylist, like makeup artist, like a casting director, like a photographer, they put together and generate a video like that.

Yeah.

That's great to hear.

Okay, thank you Fabio.

I think we will be back in a second.

So now we will have a quick word from our next partner.

And just a quick word from our partner and sponsor edesk.

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So now back to our main topic.

So, Fabio, you said the operations are really the challenging part or the part where also Genai can support the best to scale really the amount of product images we have to take care about.

I mean, thinking about a season where we have like just 1,000 new styles, right.

For a brand.

Don't.

Don't think about even a retailer.

There are 100,000 of new sites every season.

And then you think about it.

If you have like, I don't know, five model images and then you have three editorial and then you have an outfit and then you have videos and then you have like, I don't know, 10 different images and videos for once for one style.

Right.

And then imagine to think about, you have like different marketplaces and formats you need.

So here, where, here's the point where Jennai can really support.

Right.

So how can you, or how can Genai support me as a marketplace manager in getting those different product images in the right product file names, the right size, the right cropping.

Yeah.

I think this is one of the biggest hidden problems in the fashion commerce.

Because it is.

That's such a pay.

Now most people think content production is about taking pictures.

Okay.

But it's only the first step.

And in reality a huge part of the complexity is delivery.

Yes.

Because delivery like mentioned before, for the marketplaces.

For different marketplaces.

Because I repeat again, every marketplaces.

But you know better than me.

But every marketplace has different formats, has different backgrounds.

Naming system is very important to upload images in the marketplace.

It is.

Naming system.

Yeah.

And then we do this automatically.

The renaming is a big headache for everyone.

And we do this automatically with our platform that I mentioned before is a delivery matrix.

Because we upload the photos 101,000 of SKU of the client and say, okay, I need the Zalando pictures aligned with the day style guide.

And we come back, the images ready for Zalando.

Yeah.

And with the button we upload on Zalando platform or the other marketplace platform.

This is not only a Production system.

But it's a very delivery matrix.

His name is.

The delivery matrix is for me perfect.

Because we put images in different angles of the web, but we start from one image and delivery maybe 10, 20, 30 different images for the marketplace.

And now marketplace is the boost to sell product on E commerce, you know.

Yes, it is.

That's why we are called.

Let's talk marketplace.

Right.

I think, you know.

Yeah, I answer your question.

Yeah, perfect.

So we also have like sometimes product images which are a bit more difficult to create.

For example, for underwear, I would say, or for kids fashion as well.

How do you work with that?

Yeah, it's a little complicated to preserve and kids or preserve nude woman man.

And then.

But we have a system to collaborate with Gen AI and respectful the law.

Respectful and create.

I know, you know, create ethic model of business.

And then our Gen AI, we teach the Gen AI and we learn with Genai because we work together every day.

To not generate anything is not okay for the web, okay for the commerce.

This is a very, very important point.

I'm not the perfect person to ask this because we are the lawyer, we are the creative that knows very well this point, but is a very, very scared point to many, many brands.

Obviously it is.

Yeah.

So often actually kids fashion has no model images because it's like too difficult, too expensive.

Like, you know, I have a son, four years old son.

I'm very scared about this.

Yeah, yes.

Yeah.

It's.

It's actually this.

It's also the buyout rights.

Right.

It's also like photo production with the kids.

You don't know how their mood is.

Right.

Like maybe they don't have like the sense of like getting images today.

And then like.

So, yes, if you create a synthetic child, we call this way you have more productivity.

Of course, yes.

You can shoot with a very child.

You shoot 20, maybe 10 SKU.

Yeah, it's very expensive.

It's not easy to work with the child.

Yes, because he's a child, obviously.

And with Gen AI, you can increase, triple, quadruple the productivity.

You have no problem.

You're saving money for the booking child and so on.

And it's very, very, very disruptive.

Yes.

But always respect the law and respect the child and the nude of mothers.

Yeah, that's what I really love to hear.

Yeah, yeah, absolutely great.

Fabio, I need to have a look a bit on the time, so I will ask you two questions.

So actually I would say we talked a lot about creativity, we talked a lot about production and scalability, but actually when it comes to decide who is doing the photo shoots, etc.

The biggest challenge is the often not the technology, it's internal.

So as I said before, like we had fights in the company where I worked because of like the marketing team wanted to have like this, the marketplace team want to have another thing, et cetera.

And usually marketing controls this kind of budget in the teams.

So not the marketplace team.

How do you.

Yeah.

How do you solve that problem issue or.

But we start from.

Always from one point.

One suggestion, one suggestion.

Because we would tell them not start by thinking about AI like a first thing.

Because I would tell them every time to start by thinking about their customer experience.

Because a little different.

And the marketing is very sensible.

Sensible at this point.

Because today many fashion brands still have incomplete product, product range or with a little assets missing video inconsistency, imagery across different channel and slow refresh cycles.

Because this is another important point.

And internal studio under constant pressure because they have to shoot every day for every channel, different assets, different formats for marketplace.

And then what we suggest is maybe the question is how much more value do we can create from the asset we already own.

This is the question and the future.

What to say?

I want to say that we try to explain them to take some SKU better the important SKU and we came together to test, to do together a B test and say we create more content for that sku.

We create some editorial asset for then the SKU and we together monitoring the assets in conversion in returns and start a project from there with the free habit test.

Because we know marketing have a budget, but marketing is not in the studio, is not in the production and vice versa.

And then the budget, you take the budget, whole budget.

We try to gather an A B test and then we control.

And maybe we can shoot a different asset or maybe we generate a different views.

We can change model with virtual model, we generate a video and together understand what is the better way to sell.

This is our approach with this, this kind.

Because we know this is different point of view from marketing, from production for procurement that have the budget spent or for the C level manager because they want to sell more, but want to save money.

And then this is a point, a little point of starting collaboration.

Okay, I totally feel your approach actually and I think that's a good one because that's like really what marketing also needs to hear and to see how it works.

Okay, let's come to our last question.

And I have 1,000 new styles for the coming winter season and they need to be online.

I already have like four product images actually for all of my thousand SKUs, but I have no video and my internal studio costs are obviously pretty high.

What would you think is the one thing I should do or my team should do next Monday?

But I think the same approach that I just explained, because we start with the production.

If you have, if you have already photos, we can create more contents from your photos.

But we start with some SKU, 10, 20 SKU, not the whole catalog.

Because we have to understand what works well or works better.

And then we can stay together for the first production or the next production and have a measurement of the selling or the saving and the content.

And then if you have, you say four views for sku, for assets for sku, we can suggest to create more contents starting from four images and create maybe on model images or with different model or one video, one video editorial or a little video editorial campaign and you in the homepage maybe and you can click and go to the PDP in detail because this is more efficient to sell the product.

And we understand together.

I'm not a magician.

I don't see the future, but I like to help the customer.

And if a new customer, they need help.

Yeah.

So let's do test.

Right?

That's the thing, what you're telling me.

And then let the results speak for itself.

Testing and numbers, Testing and numbers.

This is the only way.

That's our usual game, right?

The only way we know.

So, yeah, thank you so much, Fabio, for being my guest today.

It was really a nice talk and really interesting.

So, yeah, that was AI assisted and AI generated product content for fashion marketplaces and a real look at where the technology stands right now.

And yeah.

How you can improve your content and image business.

Yeah.

Thank you.

Thank you, Fabio.

And it was really interesting to hear what PixelModa is doing.

Yeah.

If you enjoyed this episode, please follow us and subscribe.

Subscribe to let's Talk Marketplace on Spotify, Apple Podcasts, YouTube or wherever you are listening to us actually.

Also, please.

Yeah.

Connect with us at the webinar we do with Pixelmoto on the 2nd of July.

Yeah.

Next week I am talking about Philips and talking with Philips about how a global consumer electronic brands navigates marketplace strategy across Europe.

So you don't want to miss that one.

So see you then.

See you.

You listen to let's Talk Marketplace.

The Marketplace podcast with Ingrid Lommer and Werner.