Dafiti developed its first advertising campaign with 100% AI-generated creative content, without compromising the sensitivity and strategic vision of the creative professionals involved. The campaign, 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 processes and the creation of advertising materials, transforming contemporary marketing and delivering substantial gains in agility and performance.
Cost reduction of up to 80%
Unlike traditional campaigns, which require in-person productions, team travel, product transportation, and hiring physical structures, Dafiti’s new approach eliminated all these steps. By applying Artificial Intelligence in the creative and production process, the campaign reduced production and shooting costs by up to 80%.
Agility with a 60% reduction in production time
Using AI to create scenarios, compose images, narrate videos, and plan creatively allowed Dafiti to reduce the campaign’s average production time by up to 60%. The technology accelerated the process, enabling the brand to respond more swiftly to retail demands.
Synergy between technology and human touch
Despite the 100% digital process, content creators actively participated, bringing authenticity, emotion, and connection with the target audience. This synergy between people and technology reinforces the strength of Hybrid Intelligence, where AI enhances but does not replace the creative and strategic vision of decision-makers, adding 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 heart 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 striking campaign aligned with conscious consumption trends and the dynamism required by today’s digital marketing. More than an advertising campaign, this project demonstrates how it’s possible to reinvent communication 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’s possible to unite technology and creativity to innovate, reduce impacts, and maintain relevance in an increasingly dynamic and competitive market.
