All it takes is one picture of a dress on a flat surface. Then the AI makes it look like a product of a professional photoshoot, with an AI model wearing the dress.

PixPix, an AI-powered image and video platform for e-commerce, has recently launched an AI fashion model workflow that essentially stretches what brands can do with a single image.

“Fashion sellers often need more visual variations than a traditional photo schedule can support,” said Will Chen, marketing director at PixPix, in a statement. “PixPix helps them extend one product image into coordinated model and campaign assets.”

Multiple outputs can be generated around the same item, the company said, which can help brands present a more coordinated visual story across a collection. Users can explore featuring different models, poses, backgrounds and visual directions.

Making visual campaigns easier can have practical benefits to a small fashion seller or reseller, reducing the need for more costly and time-consuming traditional photoshoots.

It can also help bigger brands explore different options before committing to a larger campaign, which is helpful especially when they operate in various markets where a different audience may respond better to a different presentation of the same material.

The platform is just one of many companies that are trying to leverage AI for the speed and ease it can bring to nearly any workflow, including content production in the world of fashion.

This, however, can be difficult to appreciate especially in an industry that puts a premium on authenticity and originality. Marketers are already seeing this problem, according to a recent survey from marketing research firm Cashew, which polled over 200 senior mid-market and enterprise marketers across North America.

More than half of marketers, or 65 percent, say they are experiencing “differentiation anxiety” from the pressure of having to create something fresh and original at a time when AI tools make everything look the same.

“We’ve reached a point where everyone has access to the same AI tools, the same prompts, and the same information,” said Cashew Research CEO Addy Graves in a previous statement. “The competitive advantage isn’t producing more content anymore. It’s having something original to say.”