#67 AI Made The Campaign: But Who Builds The Brand? With Dario Cardamone of Guess Europe

About this episode

The episode discusses the impact of AI on brand identity and marketing strategies in the fashion industry, featuring insights from Dario Cardamone of Guess Europe.

In 2025, Guess placed a fully AI-generated model in American Vogue. No casting, no location scout, no production budget to speak of. The result was the highest earned media value the brand had seen in a decade. Then Dario Cardamone, VP of Global Marketing at Guess Europe, said they might not do it again. That's not a failure story. It's a brand story, and it's exactly where this conversation begins. Recorded live at EuroShop, presented by LIGANOVA, this episode goes deep on what happens when generative AI enters high fashion, what first mover advantage actually buys you, and why the brands winning the AI era are the ones who know what to protect. Together with Yael and Nino, we cover: – What Guess's AI campaign and their Glacier 3000 fashion show reveal about brand strategy – How GEO is quietly replacing SEO as the most important visibility battleground for brands – Why synthetic models becoming the default might make real ones more valuable – Where agentic AI is ready to run your marketing and where it isn't (yet) – What the CMO of 2026 actually needs to know, beyond the tools 45 years of brand DNA can't be prompted. But it can be lost if you're not paying attention. If you work…

People in this episode

Hosts: Yael Kochman, Nino Bergfeld

Guest: Dario Cardamone

Topics covered

• AI in fashion
• brand strategy
• generative AI
• marketing
• visibility battlegrounds
• long-term brand identity

Keywords

• AI-generated content
• fashion marketing
• brand identity
• media value
• synthetic models
• CMO of 2026
• first mover advantage

Mentioned in this episode

Organizations: Guess Europe, American Vogue, EuroShop, LIGANOVA

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