Levi's Will Use AI Models Alongside Human Ones
Jeans brand Levi Strauss & Co. has announced(Opens in a new window) it is partnering with a Dutch digital studio to produce AI fashion models for its site.
In a move that the company describes as making the shopping experience more “personal” and “inclusive”, the hyper-realistic models will be of every body type, age, size, and skin tone. Levi Strauss is partnering with Amsterdam-based studio Lalaland.ai for the project. Per its website, the Dutch studio has previously worked with Calvin Klein and Tommy Hilfiger.
The goal of the AI-generated models is to help customers see Levi products on models that look more like themselves. Where this leaves some human models who would be employed by the company to model its clothing range is uncertain. Levi’s did not immediately respond to PCMag’s request for comment.
In a blog post announcing the move, the popular jeans maker emphasized how the partnership reflects and pushes its diversity and inclusion goals, though AI-generated models complemented rather than completed its diversity strategy, it stressed.
Announcing the partnership, Dr. Amy Gershkoff Bolles, global head of digital and emerging technology strategy at the company, said: “While AI will likely never fully replace human models for us, we are excited for the potential capabilities this may afford us for the consumer experience…We’re thrilled to be partnering with Lalaland.ai, a company… that can help us continue on our journey for a more diverse and inclusive customer experience.”
The move comes after Levi’s announced(Opens in a new window) this month that it would eliminate 800 jobs, which amounts to almost 20% of its non-retail and non-manufacturing employees. Last year, Levi Strauss laid off 700 employees(Opens in
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