European designer outlet owner McArthurGlen Group has appointed marketing agency Monks to lead its AI-enabled marketing transformation.
The firm owns 22 designer outlets across Europe and Canada including 6 destinations in the UK.
The partnership will allow McArthurGlen to modernise its creative operations and accelerate speed-to-market for campaigns.
It will also enable the firm to scale and localise content production, enable “smarter” performance optimisation, streamline marketing operations through automation and ensure creative “consistency”.
Monk’s managing director Vanessa Noordervleit said: “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.”
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Under the new collaboration, the corporation has unveiled its Spring/Summer 2026 campaign using Monk’s AI powered technology.
According to the company, the marketing drive combines “traditional production with AI optimisation”. It works with real models and uses AI to adapt to locations for different markets.
Steven Taylor, chief marketing officer of McArthurGlen Group, said: “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 campaign, which uses the slogan ‘Come for the expected. Stay for the unexpected’ showcases the experiences available at McArthurGlen destinations including shopping and dining.
All AI generated content includes disclaimers in line with upcoming EU AI transparency rules and McArthur’s voluntary disclosure agreement.
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