São Paulo, 3 July 2025 – Dafiti has just launched a pioneering Valentine’s Day campaign, marking a new chapter in fashion content production by combining human creativity and technology. For the first time, all creative content was developed with the support of Artificial Intelligence (AI), without sacrificing the sensitivity and strategic vision of creative professionals involved.
The project is a clear example of how the Hybrid Intelligence model — the fusion of human and artificial intelligence — is transforming contemporary marketing, bringing significant gains in agility and performance, in addition to reducing production costs by up to 80%.
“AI has become a driver of agility and experimentation. But human intelligence remains at the heart of creation — curating, adjusting, providing strategic direction, and keeping Dafiti true to its essence. That’s what we call Dafiti HI”, says Leandro Medeiros, Dafiti’s CEO.
The result is a visually impactful campaign, aligned with conscious consumption trends and the dynamism required by today’s digital marketing. More than just an advertising campaign, this project demonstrates how marketing can — and should — reinvent itself with responsibility, innovation, and performance.
Unlike traditional campaigns that require on-location productions, team travel, product transportation, and the hiring of physical structures, this new approach eliminates all these steps. By using AI for scenario creation, video narration, image composition, visual development, and creative planning, the campaign was conceived entirely in a digital environment, accelerating production speed and allowing the brand to respond more quickly to retail demands, reducing campaign production time by up to 60%.
Even though it is 100% digital, the campaign has not lost its human touch. Content creators actively participated, bringing authenticity, emotion, and connection with our 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.
With this campaign, Dafiti positions itself at the forefront of fashion communication, proving that it is possible to innovate, reduce impacts, and maintain relevance and performance in an increasingly dynamic and demanding market.
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About Dafiti Group
Dafiti is the largest fashion and lifestyle platform in Latin America and its mission is to bring the world’s fashion to everyone. Through its technology ecosystem and operations infrastructure, Dafiti focuses on bringing cutting-edge curation, exclusive products and quality logistics. Founded in 2011 and operating in two countries (Brazil and Colombia), the company is dedicated to providing an easy shopping experience for customers and being the best platform for its partners. Dafiti offers excellence through its portfolio, cost-benefit and convenience, all while striving to make a positive impact on people and the planet.
About Global Fashion Group
Global Fashion Group (GFG) is the leading fashion and lifestyle destination in LATAM, SEA and ANZ. From GFG’s people to its customers and partners, the Company exists to empower everyone to express their true selves through fashion. GFG’s three ecommerce platforms – Dafiti, ZALORA and THE ICONIC – connect an assortment of international, local and own brands to a market of 800 million consumers from diverse cultures and lifestyles. GFG’s platforms provide seamless and inspiring customer experiences from discovery to delivery, powered by art & science that is infused with local expertise. The Company’s vision is to be the #1 fashion & lifestyle destination in its markets, and is committed to doing this responsibly by being people and planet positive across everything it does. For more information visit: www.global-fashion-group.com.
