Bloom Studios Helps Major European Online Retailer bol.com With Its First Use of AI Fashion Imagery
Bloom Studios, the AI-powered creative agency, has helped bol, one of Europe's largest online retailers, to deploy AI-generated model imagery in fashion campaigns.
With 27 million active monthly users and more than 56 million products for sale, bol launched the AI-driven campaigns in March 2026 across both its men's and women's fashion line. The campaigns use a production process that combines physical shoots with AI generation. Real models are photographed extensively across hundreds of poses, lighting set-ups and angles, creating a rich base of source material.
From this, a 'digital twin' is generated — a realistic, AI-created digital version of the model — which can then be used to produce new images of the same person in different outfits or contexts, without requiring an additional physical shoot.
"This is a landmark moment for AI content production in European retail, a partnership built on thoughtful creative foundations. This shows how major retailers can accelerate content production without sacrificing quality, consent or creative integrity, and how AI and human creativity can make ambitious content possible at a scale that wasn't previously viable."
The campaigns are the result of two and a half years of internal development, testing and evaluation. The process began with an internal tool for promotional banners before expanding into fashion campaign imagery. Each model gives explicit permission to bol for the use of their digital twin, and adjustments to digital images are permitted only within limits agreed collaboratively between bol and the model.
The AI imagery was the result of collaboration across bol's internal team of data specialists, photographers, stylists, developers and creative staff, alongside external technical partners. Bloom Studios' team worked in tandem with bol, 'shadowing' by testing the technology parallel with regular production, before moving on to internal evaluations and testing with a select group of customers.
Benjamin van Vianen, Manager of Scalable Content & Tooling in bol's in-house studio burobol, believes that although AI is fundamentally changing ways of working, the human element always remains central to this process:
"The shopping experience is really going to change and will become more personal and interactive. By saving time on photography, we can create more content without putting extra pressure on teams and models. Specialisms within our team remain important. We are moving from execution to steering, feeding, and validating AI. Our roles will take on more curatorial aspects."