Levi’s turns to AI-generated models to become more diverse, ‘body-inclusive’

SAN FRANCISCO — The world of fashion may be the next major industry to undergo a major artificial intelligence overhaul. This week Levi’s announced the fashion label will now be using AI models to show off their denim. The company have joined forces with a digital fashion studio that builds customised AI-generated models.

Levi’s parent company LS&Co. says they are planning tests of the technology later this year to use the AI models to supplement human models. They explain it will increase “the number and diversity of our models for our products in a sustainable way,” in a company-released statement. “”With these body-inclusive avatars, the company aims to create a more inclusive, personal and sustainable shopping experience for fashion brands, retailers and customers.”

Dutch digital fashion studio Lalaland.ai use advanced artificial intelligence to enable fashion brands and retailers to create hyper-realistic models of every body type, age, size and skin tone.

“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,” says Dr. Amy Gershkoff Bolles, global head of digital and emerging technology strategy at Levi Strauss & Co. “We see fashion and technology as both an art and a science, and we’re thrilled to be partnering with Lalaland.ai, a company with such high-quality technology that can help us continue on our journey for a more diverse and inclusive customer experience.”

Levi's AI model
THIS PICTURE: An AI-generated model created for Levi’s. (Credit: LS&Co)

Levi’s hopes to not only enable its consumers to feel more comfortable when they see their fashion models, but to relate to their different shapes, sizes, and skin colors too. “We know our customers want to shop with models who look like them, and we believe our models should reflect our consumers, which is why we’re continuing to diversify our human models in terms of size and body type, age and skin color,” the company says. “This AI technology can potentially assist us by supplementing models and unlocking a future where we can enable customers to see our products on more models that look like themselves, creating a more personal and inclusive shopping experience.

“Diversity, equity and inclusion is a top priority for us at LS&Co., and it’s important to note we do not see AI-generated models as a sole solution,” the statement continues. “In fact, over the past year, we’ve been focused on ensuring that not only is our work diverse, but those working on the content both in front of and behind the camera are reflective of our broad consumer base — and we’re continuing to do just that.”

Report by Dean Murray, South West News Service