SS26 campaign showcases the power of AI-enhanced production
McArthurGlen Group has announced the appointment of Monks, the global, digital-first, data-driven, unitary operating brand of S4Capital plc, as its strategic creative partner in Amsterdam and London. The collaboration will support McArthurGlen’s focus on creative innovation, agile content production, data, and AI-enabled marketing transformation.
Through Monks’ AI-enabled technology and data capabilities, McArthurGlen will modernise its creative operations to:
- Accelerate speed-to-market for campaigns
- Drive operational excellence and smarter resource allocation
- Enable AI-driven creative innovation and next-gen content creation
- Scale and localise content production across channels and markets
- Enable smarter performance optimisation and insights
- Streamline marketing operations through intelligent automation
- Ensure creative consistency and brand governance
As AI continues to play an increasingly important role across its business operations, McArthurGlen is evolving its approach accordingly, investing in technology-driven solutions that enhance marketing performance.
McArthurGlen operates 22 designer outlet destinations across Europe and Canada, delivering the finest retail experiences to over 90 million visitors annually.
SS26 Campaign to Pioneer AI-Enhanced Production
The first launch enabled by the new partnership is McArthurGlen’s Spring/Summer 2026 (SS26) campaign, produced using Monks’ AI powered capabilities. The campaign combines traditional production with advanced AI optimisation – working with real models while using AI to adapt locations, styling and other approved elements for different markets. This ensures authenticity while increasing efficiency and local relevance.
This AI-driven approach allows campaign assets to be tailored for regional audiences without multiple physical shoots, supporting greater creative flexibility, consistency and speed across the McArthurGlen portfolio.
Visually, the campaign is anchored by a multidimensional concept, applied across key hero images to depict the breadth of experiences available across all McArthurGlen destinations – from shopping and dining to unexpected moments of joy. Through multi-dimensionalism, the campaign’s promise comes to life: Come for the expected. Stay for the unexpected.
To support this creative idea across regions, the campaign uses AI photography localisation, enabling approved variations in format, talent, styling and backgrounds while maintaining brand consistency. All AI-generated or adapted stills include transparent disclaimers in line with upcoming EU AI transparency requirements and McArthurGlen’s voluntary disclosure commitment.
A glimpse of the SS26 campaign
Advancing AI-Driven Video and Content Innovation
Beyond campaign production, the agency partnership also includes the development of AI-enabled video and digital content designer to enhance storytelling and customer engagement across channels.
Monks has extensive experience producing AI-powered video and creative work, combining generative AI, automation and advanced production techniques to deliver high-quality content at scale.
Outside of the SS26 campaign, McArthurGlen has also launched a series of videos to support tactical and promotional events.
Our partnership with Monks marks an important step in accelerating our creative transformation. By integrating advanced AI into our production workflows and creative output, we’re delivering high-quality, locally relevant content at greater speed and scale – without compromising the elevated aesthetic our brand is known for.
The multidimensional effect used in our SS26 campaign allows us to capture the spirit of discovery and distinctly illustrate our core proposition: memorable day out experiences, offering great brands at great value.
McArthurGlen has a clear ambition to evolve how creative and content are produced across its business. By bringing together AI-enabled technology, data and agile production, we’re building a smarter, faster and more scalable creative engine for the brand.