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European fashion outlet platform Otrium has launched Ovatars, an AI-powered modeling system designed to give unsold clothing items a second shot at reaching consumers. The initiative addresses a persistent challenge in fashion retail: how to effectively showcase single-SKU items that don't typically warrant expensive model photography shoots.The system works by photographing unsold items in basic format, then digitally placing them on seven AI-generated models that represent diverse styles and customer segments. These virtual avatars with names like Ava (The Minimal Muse) and Zion (The Street Prodigy) allow Otrium to create product detail pages, lookbook visuals and animated advertisements for inventory that might otherwise languish in a warehouse. Early results suggest the approach delivers tangible business benefits: conversion rates have jumped 15% to 50%, while model photography costs have dropped 40%. The Amsterdam-based company, which partners with over 300 brands and serves 4 million members across Europe, developed the technology with digital agency DEPT.TREND BITEAs brands grapple with mounting overstock challenges exacerbated by unpredictable demand patterns and shortened fashion cycles the ability to cost-effectively showcase every item becomes crucial for waste reduction. Otrium's Ovatars highlight how AI can solve immediate business problems while supporting sustainability goals. As generative AI tools become more sophisticated and accessible, expect similar applications to emerge across retail categories where visual presentation drives purchase decisions. Could your brand use AI to breathe new life into overlooked products or underperforming inventory?
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Marketing and Advertising
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