Julian Jansen

Traditional photo production cannot keep pace with fashion ecommerce anymore. Long lead times, high cost per SKU, and static content that is impossible to update fast are holding brands back from scaling personalized and localized commerce content. This session presents the story of how ABOUT YOU, part of the Zalando Group, solved that problem internally and turned the solution into a new business: SCAYLE STUDIOS. Julian Jansen, VP Marketing Innovation at ABOUT YOU and co-founder of SCAYLE STUDIOS, shares why this transformation happened where it did. His team spent 13 years producing every brand shoot, film, and campaign for ABOUT YOU, running around 250 shooting days a year with a dedicated photo studio and the cost that comes with it. Faced with rising demand for content that is both scalable and higher quality, the team asked a different question: how do you use generative AI to meet that production volume without losing quality. The answer became SCAYLE STUDIOS, built first to solve ABOUT YOU's own problem, now offered to other brands as a product. Julian walks through how the company used generative AI models to reduce the creation of content production from weeks down to minutes per asset. He shares the real business results from A/B testing across the ABOUT YOU brand portfolio: a 90% reduction in cost compared to classic photo productions, a time to market improvement of more than 95 percent, and measurable commercial impact including a 5.1% uplift in add-to-basket rate. The audience will learn about a concrete blueprint for evaluating whether generative AI content production makes sense for their own catalog, what internal buy-in and workflow changes are required to scale it beyond a pilot, and where the real commercial upside sits, not just in cost savings but in speed to market and conversion.