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News of the day
1. Engelhorn's new fashion campaign in Luxembourg was fully AI-generated, using 20,000 assets and bypassing traditional shoots. This marks a significant shift in marketing. → Read more
2. Tech leaders Elon Musk and Mark Zuckerberg successfully lobbied President Trump to scrap a planned AI executive order, citing concerns it could hinder US competitiveness against China. → Read more
3. Google's new AI glasses offer a hands-free AR experience with in-lens displays for navigation, translation, and more. A hands-on with prototypes reveals impressive potential. → Read more
4. OpenAI's Chris Lehane is navigating AI's PR crisis, balancing tech adoption with regulation and aiming for a calibrated public message. → Read more
Our take
Hi Dotikers!
Yesterday we left Anthropic flexing its 10.9 billion in revenue while OpenAI was preparing a trillion-dollar S-1. Twenty-four hours later, we move one step down the chain to see what these machines are actually feeding, and the answer comes from Luxembourg. The Neon Internet agency has just delivered, for Engelhorn opening its GRIDX flagship store in the capital, a campaign generated entirely by AI. Zero shoots, zero cameras, twenty thousand visuals produced.
The technical recipe is worth a closer look. Six local ambassadors agreed to hand over their digital twin, crafted via Google's Nano Banana Pro. Animation runs through VEO 3.1 and Kling V3 on the Chinese side, everything upscaled and then edited in Premiere. The only non-negotiable human element is the soundtrack. The stack is entirely American and Chinese, orchestrated by LetzAI, the Luxembourg platform launched in 2023 by Misch Strotz. Technical sovereignty, not really. Narrative sovereignty, on the other hand, that's the sales pitch.
The move is far from unprecedented. Mango has already released a 100% AI teen campaign, H&M is deploying digital twins in partnership with its models, Zalando admitted at the end of 2024 that 70% of its editorial imagery was generated, and GUESS bought itself a full page in Vogue. The Luxembourg novelty lies in the scale, twenty thousand assets to keep roughly a hundred per model, and in the displayed transparency, with explicit consent and right of review. Strotz says it plainly, the age of the camera as the dominant medium for fiction is coming to an end, and his Hollywood partners confirm the same trajectory.
That leaves the question nobody asks. When a two hundred to one ratio becomes the production standard, the first ones replaced are not the models, they are the photographers, the stylists, the on-set crews and the retouchers. The model still gets a fee, the surrounding ecosystem gets wiped out. We celebrate consulting the actresses, we forget to count the empty chairs in the control room.
Alex.
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