McArthurGlen taps Monks to scale AI-driven creative production across 22 outlets
McArthurGlen Group, which operates designer outlet centres across Europe and Canada, has appointed Amsterdam and London-based agency Monks to lead its AI-powered creative work. The partnership aims to speed up campaign production, improve resource allocation, and maintain brand consistency across markets.
McArthurGlen hosts over 90 million visitors annually across its 22 locations. The company said it's investing in technology-driven solutions to enhance marketing performance as AI becomes more central to its operations.
How the partnership works in practice
The first campaign under the partnership is McArthurGlen's Spring/Summer 2026 collection launch. The production combines traditional photography with AI optimization - the team shoots with real models, then uses AI to adapt locations, styling, and other approved elements for different regional audiences.
This approach eliminates the need for multiple physical shoots while maintaining authenticity and local relevance. A single set of hero images gets tailored for regional markets without losing visual consistency or brand identity.
The campaign uses what McArthurGlen calls a "multidimensional concept" across key images to show the range of experiences available at its outlets - shopping, dining, and moments of discovery. The visual idea: "Come for the expected. Stay for the unexpected."
Transparency and compliance
All AI-generated or adapted images include transparent disclaimers, aligning with upcoming EU AI transparency requirements and McArthurGlen's own disclosure commitment. The company isn't hiding the use of AI in its creative process.
Beyond the spring campaign, the partnership also covers AI-enabled video and digital content for tactical promotions and customer engagement across channels.
What creatives should know
This arrangement reflects a broader shift in how large retailers approach content production. Rather than replacing creative teams, the setup uses AI to handle localization and repetitive optimization tasks - freeing creatives to focus on concept development and brand strategy.
Steven Taylor, McArthurGlen's marketing chief, said the partnership accelerates the company's creative transformation by delivering "high-quality, locally relevant content at greater speed and scale" while maintaining the brand's elevated aesthetic.
For creative professionals, this signals where production workflows are heading: human creativity drives the core concept and initial execution, while AI handles the variations and optimizations that would otherwise require additional shoots or manual adjustments.
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