Zalando's AI feed Image; Zalando The Berlin-based online fashion retailer Zalando SE highlighted one topic in particular when it presented its latest annual results and future roadmap last Thursday: the use of artificial intelligence (AI) across the entire value chain. The management expects this to provide future growth drivers. It was also able to quantify specific positive effects. “For us at Zalando, AI is more than just a tool. It is a powerful catalyst for innovations that increase growth and efficiency,” emphasised co-CEO David Schröder during the presentation. The e-commerce specialist has achieved success with the use of AI in a wide range of areas, from its digital presence and sales process to logistics. These successes demonstrate the comprehensive integration of AI solutions into the business model. According to the group, they already increased “efficiency and productivity throughout the company” last year. Zalando relies on a vast dataset built up over many years, which now forms the basis for new, more sophisticated applications. Massive expansion of AI-based content production The impact on marketing was particularly profound. In 2025, the company scaled “its AI-generated product content from almost zero to 90 percent within one year,” explained Zalando, outlining the specific benefits: “This reduced the creation time for campaigns from six weeks to a few days and increased the number of content pieces created by 70 percent.” The management emphasised that these speed and productivity advantages were achieved without increasing the corresponding costs. The online retailer also presented gradual improvements in other…
