How to Coordinate Ecommerce, Marketing, and Product in an AI Photo Production

Cover image: production by DELFI for Topper.

AI production slows down when ecommerce, marketing and product approve different criteria without a person consolidating decisions. The solution is not more meetings; it is clear owners, evidence and conditions for moving forward.

CONCIERGE or CO-MANAGED: who prepares the collection

CONCIERGE is DELFI's turnkey service: we collect garments, digitize them and manage the process from start to finish. It suits brands that want to delegate the operation of a large collection; logistics coverage is confirmed by location.

In CO-MANAGED, we train your team to photograph each garment following DELFI's guide, upload it to the platform and build looks. Your team selects models, poses and settings from the available options. DELFI reviews preproduction: if issues are found, it explains what to correct; your team adjusts and DELFI revalidates before authorizing and running production.

This review catches errors before they multiply across the collection, reducing rework, costs and delays. CO-MANAGED works remotely, including in Argentina, Colombia, Mexico and Chile. Quotes depend on the mode and collection; for photography, you pay for approved photos, not generated ones.

Compare CONCIERGE and CO-MANAGED

Decision matrix

• Product: validates SKU, variant, material, detail and specifications.
• Ecommerce: defines views, formats, names and PDP/PLP destinations.
• Marketing: defines campaign, tone, model, acting and derivative assets.
• Brand: approves visual rules and exceptions.
• DELFI: coordinates garments, direction, production and human review.

For each decision, record owner, people consulted, required evidence, date and status. One person should send consolidated feedback for the batch.

Conditions for moving forward

Do not expand production while critical references, variants, delivery formats or approval criteria are missing. Close each batch with documented decisions; exceptions should state whether they change a general rule or one asset only.

DELFI's commercial minimum is 50 SKUs. The schedule depends on the collection, categories, assets and agreed owners, not a universal promise.

One decision, one owner

• Decision: product, direction, format or publication.
• Final owner:
• People consulted:
• Required reference or data:
• Condition to advance:
• Date and status:

Consolidating feedback does not replace technical product validation.

Continue reading

• How to scope a quote for AI photos and videos of a fashion collection
• Approval and Rejection in AI Photos: How to Turn Feedback into Continuous Improvement

Your next collection

At DELFI, product validates garments, marketing protects identity and ecommerce defines each asset’s role. One owner consolidates approval around a shared sales objective.

What product do you want to promote, and what does its shopper need to see? Use that answer to agree the talent, usage and production scope.