Levi’s plans to test AI-generated models to increase “Diversity”
As part of a strategy to diversify and increase the number of Levi’s models, the iconic denim company Levi’s plans to test AI-generated models later this year. As part of Levi’s partnership with Lalaland.ai which took place on the 22nd of March 2023, Levi’s AI models are expected to be out by the end of the year.
Founded in 2019, Lalaland.ai is used by fashion brands, and retailers to build hyper-realistic models of every body type, age, size, and skin tone using advanced artificial intelligence.
Despite its claims that AI-generated models aren’t the only way Levi’s promotes diversity, equity, and inclusion. The company doesn’t intend to replace real models with technology. Instead, it claims that AI-generated models will “supplement human models” to create a more “personal” shopping experience for its customers.
According to the denim brand, the tech will ‘supplement human models’. Levi Strauss & Co.’s global head of digital and emerging technology strategy, Amy Gershkoff Bolles, said AI will never fully replace human models for us. And we are excited about the potential capabilities AI brings to the consumer world.
Several companies have alternatively adopted Augmented Reality (AR) technology to help consumers visualize how clothing would look on their bodies.
Levi’s plan to test AI-generated models faced backlash.
However, Levis faced criticism and negative feedback from people due to their new marketing campaign. The use of technology to create models is perpetuating unrealistic beauty standards and promoting unattainable body ideals. Some have also criticized the brand for promoting a lack of diversity and for not using real human models.
While Levis may have intended to use AI as a tool to enhance their marketing efforts, it appears that its decision has not been well-received. Some consumers view the use of AI in this way as insensitive and potentially harmful to body image and self-esteem.