Dafiti developed its first advertising campaign with creative content generated 100% by Artificial Intelligence (AI), without giving up the sensitivity and strategic vision of the creative professionals involved. The action, produced for Valentine’s Day, marks a new chapter in fashion content production by combining human creativity and technology.
The initiative was made possible by Dafiti Hybrid Intelligence (HI), a proprietary model that integrates human and artificial intelligence. The combination significantly optimized logistics and the creation of advertising pieces, transforming contemporary marketing and bringing significant gains in agility and performance.
Cost Reduction up to 80%
Unlike traditional campaigns that require in-person productions, team travel, product transportation, and hiring physical structures, the new approach adopted by Dafiti eliminated all of these steps. By applying Artificial Intelligence in the creative and productive process, the campaign reduced production and shooting costs by up to 80%.
Agility with a 60% cut in production time
The use of AI for creating scenarios, image composition, video narration, and creative planning allowed Dafiti to reduce the average production time of the campaign by up to 60%. The technology accelerated the process, enabling the brand to respond more quickly to retail demands.
Synergy between technology and human touch
Despite the 100% digital process, content creators actively participated, bringing authenticity, emotion, and connection to the end audience. This synergy between people and technology reinforces the concept of Hybrid Intelligence, where AI enhances, but does not replace the creative and strategic vision of the people behind the decisions, bringing credibility and reinforcing the idea that technology and humanity are not opposites, but allies.
“AI has become an engine of agility, experimentation, and cost reduction. But human intelligence remains at the core of creation—curating, adjusting, providing strategic direction, and keeping the brand true to its essence. This is what we call Dafiti HI,” says Leandro Medeiros, CEO of Dafiti.
The result was a visually impactful campaign, aligned with the trends of conscious consumption and the dynamism required by current digital marketing. More than an advertising campaign, this project demonstrates how it is possible to reinvent the way of communicating with responsibility, innovation, and high performance.
With this initiative, Dafiti not only delivers significant results but also positions itself at the forefront of fashion communication, proving that it is possible to unite technology and creativity to innovate, reduce impacts, and maintain relevance in an increasingly dynamic and competitive market.
