Levi’s Says It Will Use AI Clothing Models In The Name Of ‘Diversity’

Levi’s has partnered with Lalaland.ai, a digital fashion studio that uses artificial intelligence (AI) to create realistic models, in an effort to bring more diversity to its online shopping experience. The company announced that AI technology will assist human models and improve the personalization of customer experiences. The technology could enable users to customize models and observe clothing on bodies that resemble their own, including age, body type, and skin tone. The company’s press release mentioned that AI-generated models are not a “sole solution” to promote equity, inclusion, and diversity and will never replace human models entirely. 

Amy Gershkoff Bolles, the global head of digital and emerging technology strategy at Levi Strauss & Co., stated that the technology would provide the potential to develop more impressive customer experiences. Levi Strauss has been making hefty efforts to minimize costs, and the latest move to use AI-generated models could cause a controversy in the market. Critics have suggested that instead of creating AI models, the company could have diversified the models it hires for advertising.