Dafiti Bets on Generative AI and Boosts Efficiency in Fashion Campaign Logistics Production

Dafiti developed its first advertising campaign with 100% AI-generated creative content, without sacrificing 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 enabled by Dafiti Hybrid Intelligence (HI), a proprietary model that integrates human and artificial intelligence. This combination allowed for significant optimization of logistics processes and the creation of advertising materials, transforming contemporary marketing and delivering significant gains in agility and performance.

Cost reduction of up to 80%

Unlike traditional campaigns, which require in-person productions, team travel, product transportation, and the hiring of physical structures, the new approach adopted by Dafiti eliminated all these steps. By applying Artificial Intelligence to the creative and production process, the campaign reduced costs related to production and shooting 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 campaign's average production time by up to 60%. The technology accelerated the process, enabling the brand to respond more agilely to retail demands.

Synergy between technology and the human touch

Despite the 100% digital process, content creators actively participated, bringing authenticity, emotion, and connection with the end audience. This synergy between people and technology reinforces the strength of the Hybrid Intelligence concept, 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 center 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 conscious consumption trends and the dynamism required by current digital marketing. More than an advertising campaign, this project demonstrates how it is possible to reinvent the way we communicate 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.