Pixel Moda's Fabio Loparco offers brands the technology and tools for adaptable content creation while highlighting the irreplaceable role of human touch.

When it comes to Pixel Moda’s philosophy on content production, AI and human creativity go hand in hand.

In a conversation presented by Pixel Moda, Amanda Smith, chief executive officer of Fairchild Media Group, and Fabio Loparco, chief executive officer of Pixel Moda, looked at how the content production company works with more than 900 fashion and luxury brands to create content across all their brand channels.

While many brands are leaning more toward the usage of generative content and generative AI content with the intent to save money and reduce costs, he sees its generative AI use case more so for growth, to create more content and generate more sales.

“Quality control is the most important thing,” explained Loparco. “The human touch and the creative judgment of the humans are very important because you have to check. You have to put so much effort into controlling the quality of the images. If you do a shoot with mannequins or still life and you want to generate the images with one model, you have to make sure the model doesn’t have six fingers or more buttons. And the brand identity can’t be replaced.”

There’s also a risk involved in maintaining brand identity and uniqueness when it comes to content and storytelling, he noted — especially if all brands use the same AI tools, prompts and models. This can be mitigated by using different styling to correspond to and be tailored to various global markets, such as New York, Dubai and Tokyo, to allow the content to be more adaptive.

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