By Suro Senen 
The retail landscape is undergoing a seismic shift, driven by the relentless demand for high-speed digital content and the need for hyper-personalized consumer experiences. In a significant move that underscores this transformation, Polish retail giant LPP—the powerhouse behind brands like Sinsay, Reserved, and Mohito—has announced a strategic partnership with Kraków-based tech startup Pirxe. The collaboration centers on the integration of spatial artificial intelligence (AI) to revolutionize the way fashion campaigns are conceptualized, tested, and deployed.
By leveraging 3D digital twins, LPP aims to move beyond the traditional, labor-intensive production cycles that have long defined the fashion advertising industry. This partnership represents a pivotal moment for LPP, signaling a commitment to agility, data-driven marketing, and the adoption of cutting-edge technology to maintain a competitive edge in an increasingly crowded global e-commerce marketplace.
Main Facts: A New Era of Digital Twin Marketing
At the heart of the LPP-Pirxe partnership is the deployment of spatial AI technology designed to generate photorealistic digital twins of apparel and accessories. Rather than relying on traditional studio photography—which involves logistics, casting, styling, and post-production—creative teams at LPP can now generate high-fidelity 3D assets that mirror their physical counterparts.
This technology allows marketing teams to experiment with product placement, lighting, and environmental context within digital spaces. The primary objective is to streamline the creation of advertising materials, allowing for a rapid iteration process that was previously impossible. For a brand like Sinsay, which caters to a fast-paced, trend-conscious demographic, the ability to test multiple creative variations in real-time is not just a luxury—it is a functional requirement.
The partnership is the culmination of successful pilot projects where the technology was stress-tested under the Sinsay brand. Having observed substantial gains in performance metrics, LPP has committed to scaling this initiative across its broader portfolio, with plans to expand into diverse platforms, including the short-form, high-engagement world of TikTok.
Chronology: From Pilot Success to Strategic Scale
The journey toward this partnership began with a focused pilot program within LPP’s Sinsay division. Recognizing the bottlenecks in standard marketing production—specifically the time required to shoot, edit, and launch campaigns—the company sought an innovative solution to increase output without sacrificing brand identity.
The Pilot Phase
During the initial testing phase, Sinsay utilized Pirxe’s spatial AI to generate digital representations of products for specific online campaigns. The objective was to determine whether digital assets could perform as effectively as traditional photography. The results exceeded expectations, prompting the leadership team to move past the experimental stage.
The Strategic Shift
Following the quantifiable success of the pilot, LPP made the internal decision to institutionalize the use of AI-driven assets. This involved integrating Pirxe’s technology deeper into the company’s marketing stack. The transition from a project-based experiment to a strategic partnership marks a shift in how LPP views the "production" of marketing content: moving away from physical-first workflows and toward a digital-first paradigm.
Expanding the Horizon
With the formal announcement of the partnership, the scope has expanded. The current roadmap includes deploying these 3D assets across more diverse digital channels. As LPP pushes into new international markets and social media platforms, the scalability of Pirxe’s solution will be the primary engine driving their creative output.
Supporting Data: Quantifying the Competitive Edge
In the world of e-commerce, performance is measured in clicks and conversions. LPP’s decision to scale this partnership was not based on aesthetics alone, but on hard data that proves the efficacy of AI-generated content.
According to internal reports released by LPP, the advertising materials developed using digital product twins yielded significant improvements in campaign performance:
- Conversion Rates: Campaigns utilizing AI-driven digital assets saw an increase in conversions by 21 percent.
- Engagement: The click-through rate (CTR) for these advertisements grew by 21.6 percent compared to traditional assets.
These figures suggest that consumers are not only receptive to AI-generated or enhanced imagery but are actively engaging with it at a higher rate. This data provides a strong argument for the "democratization" of high-quality content—where brands can produce high-performing creative assets at a lower cost and higher velocity than traditional methods.
Official Responses: The Vision for the Future
The collaboration has been met with enthusiasm from both the retail giant and the technology provider, reflecting a shared vision of the future of fashion retail.
Marcin Piechocki, LPP Management Board Member and Sinsay Managing Director
Piechocki emphasized the imperative of operational speed in modern marketing. "At LPP, we invest in technologies that allow us to operate faster, more effectively, and on a larger scale," he stated. "In marketing, the ability to quickly test multiple communication variants and respond instantly to customer needs is providing an ever-greater competitive advantage. That is why we decided to collaborate with Pirxe."
Michał Niedziółka, Omnichannel Marketing Director at Sinsay
Niedziółka highlighted the balance between automation and human creativity. "Our aim was to implement a tool to streamline campaign planning and the use of advertising platforms by our marketing teams. We wanted the new technology to optimize processes and enable us to test a greater number of creatives across multiple channels more quickly, whilst still leaving room for creative work."
Przemek Kadula, Co-founder of Pirxe
From the technology provider’s perspective, the partnership serves as a validation of their business model. "The clothing industry is an excellent starting point for us, as it perfectly illustrates the scale of the challenges involved in creating content in e-commerce—a sector in which the demand for high-quality content, faster production of marketing materials, and more interactive shopping experiences is currently growing exponentially," Kadula noted.
Implications: The Future of Fashion E-Commerce
The LPP and Pirxe partnership is a bellwether for broader trends within the fashion and retail industries. As companies grapple with the "content crunch"—the need to produce endless streams of images and videos for social media—AI-driven solutions are becoming an essential component of the marketing ecosystem.
1. The Death of the "One-Size-Fits-All" Campaign
Traditionally, a fashion campaign would be shot once and used across all channels. With spatial AI, companies can now create "modular" campaigns. A single 3D asset can be rendered in different settings, with different lighting, or even placed in different virtual environments to suit the specific demographics of TikTok, Instagram, or email newsletters. This allows for hyper-personalization, where the same product can be presented differently to different consumer segments.
2. Operational Efficiency and Sustainability
The environmental and financial costs of global fashion shoots are substantial. From travel for production crews to the logistics of shipping samples, the traditional method is carbon-intensive and slow. Spatial AI reduces the reliance on physical production, effectively lowering the carbon footprint of the marketing department and reducing the time-to-market for new collections.
3. Redefining the Creative Role
A common fear regarding AI in the creative industries is the displacement of human talent. However, both LPP and Pirxe highlight the potential for AI to "leave room for creative work." By automating the repetitive, technical aspects of rendering and testing, creative directors and designers are freed to focus on high-level strategy, brand storytelling, and conceptual innovation. The technology is not replacing the creative; it is providing them with a more powerful canvas.
4. The Rise of the Interactive Storefront
As this technology matures, it will likely move beyond static advertising. The use of digital twins is a foundational step toward more interactive shopping experiences, such as virtual fitting rooms, augmented reality (AR) try-ons, and immersive digital storefronts. By mastering the creation of these assets now, LPP is positioning itself to be a leader in the next iteration of the metaverse and web-based shopping environments.
Conclusion
The partnership between LPP and Pirxe is more than a simple adoption of new software; it is a strategic realignment of marketing operations. By embracing spatial AI, LPP is demonstrating that the future of retail lies at the intersection of high-speed data analytics and immersive digital imagery. As the company continues to scale this technology, the fashion industry will be watching closely. If the double-digit growth in conversions and click-through rates holds steady, the "digital twin" model may soon become the gold standard for global fashion brands aiming to thrive in an increasingly digital-first economy.
Reynand Wu 
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