SCAYLE STUDIOS: how ABOUT YOU produces its fashion content over 95 percent faster with AI, and now opens the technology to other brands

More products, more channels, more formats: fashion and lifestyle brands need significantly more content today than just a few years ago. SCAYLE Commerce Engine, together with Hamburg-based fashion and lifestyle retailer ABOUT YOU, turned this challenge into a standalone product: SCAYLE STUDIOS. The AI-powered self-service tool digitally maps the entire process of a classic fashion shoot, from uploading the product image to final approval. Through scaylestudios.ai, professional images and videos for product pages, social media and campaigns are created in minutes instead of weeks.

From studio slot to digital workflow

Classic fashion productions are tied to studio slots, models, crews and long production cycles, regardless of how many products, markets and channels actually need to be served. SCAYLE STUDIOS turns this process into a digital workflow, reducing dependence on physical infrastructure and manual production loops. Large assortments can be mapped faster, more variants can be created per product, and content can be adapted more flexibly to trends, campaigns, markets and target audiences. Smaller brands can start without a studio of their own, growing direct-to-consumer players can produce more content per product, and enterprise teams can automatically adhere to their individual brand guidelines, such as colour palettes, logo placement or visual style, even at large volumes.

“It was clear to us that we didn’t want to use the technology just for ABOUT YOU, but build it as a B2B product. We went through exactly the transformation that many brands are currently facing,” said Julian Jansen, VP SCAYLE STUDIOS. “By designing the platform as an intuitive self-service tool, we now enable other brands and retailers to flexibly shift their image production to digital AI workflows.”

A single product becomes a complete content set with front, back, detail and angle shots, model and lifestyle images, videos, social assets and campaign visuals. Selection, generation, variation, retouching and approval come together in one continuous production process, so that models, styling, poses and visual style can be flexibly adapted to brand identity and context, without compromising consistent quality and brand control.

Proof points: efficiency and speed from day one

As SCAYLE’s largest and most complex use case to date, ABOUT YOU, with over 15 million active customers in 26 markets, provides a real-world testing ground for large assortments, high volumes and varying local requirements. The e-commerce platform was originally developed and perfected directly for ABOUT YOU. As a result, SCAYLE STUDIOS also draws on 12 years of experience in fashion content and online retail, as well as SCAYLE’s technology and product expertise. The tool originated as an internal solution for a very specific production problem, and was developed further into a standalone SaaS offering for brands and retailers.

As a result, ABOUT YOU has been able to cut production costs by around 90 percent and reduce time-to-market by more than 95 percent. That has amounted to annual savings of more than eight million euros in studio and editorial costs to date. Around 90 percent of ABOUT YOU’s e-commerce production now runs through SCAYLE STUDIOS’ AI-based workflows. The setup is simple: once a user account is set up, content can be generated on the same day.

Impact on revenue

The effect shows up not only in cost and speed, but also in purchasing behaviour. In an A/B test at ABOUT YOU, AI-generated images achieved 9.2 percent higher gross merchandise volume and 5.1 percent more add-to-basket events than classic studio production. Because different image sets for the same product can be tested and served against each other on a data-driven basis, so-called multi-set routing shows potential for up to 20 percent higher gross merchandise value. What matters is therefore no longer just scaling content production, but which content actually resonates more with customers and converts better.

Flexible system architecture for change in AI

As with its e-commerce platform, SCAYLE relies on flexibility for SCAYLE STUDIOS. The AI tool is built around a model-agnostic architecture. This means different AI models and automation steps can be integrated in the backend, and new model generations can be added or replaced, without rebuilding the entire workflow. Brands can therefore rely on stable, repeatable production processes, while the product continues to evolve alongside the rapid development of generative AI; a clear advantage that is especially valuable across large assortments, many markets and consistent brand worlds.

From ABOUT YOU to an industry-wide solution

Alongside ABOUT YOU, many other companies already count among SCAYLE STUDIOS’ enterprise customers. More than 100 paying brands, including s.Oliver Group, Betty Barclay Group and Goldner Fashion, use the tool on an enterprise or pay-as-you-go basis. More than 140,000 outfits were generated in the past 30 days. The usage figures show that the approach developed by SCAYLE can be applied to a wide range of fashion and lifestyle companies. SCAYLE STUDIOS is part of SCAYLE’s broader AI strategy, which focuses on discoverability, differentiation and efficiency for fashion, lifestyle and retail.

SCAYLE STUDIOS is available as a software-as-a-service in Europe and the US. Users can create an account directly, upload their own product and generate their first looks right away. Sign up in three clicks and try SCAYLE STUDIOS with 50 free credits: scaylestudios.ai