Levi’s, the iconic denim brand, has recently announced that it will partner with AI studio Lalaland.ai to develop AI-generated fashion models. The company aims to utilize these models to supplement human models and increase diversity and sustainability in its products. This move towards AI-generated models is a trend that several other fashion brands have already embraced, including Calvin Klein and Tommy Hilfiger, who has also worked with Lalaland.ai.
According to Lalaland.ai’s website, the AI-generated models it produces are hyper-realistic, featuring a variety of body types, ages, and skin tones. Levi’s plans to use these models to expand its range of models and create a more diverse representation of its consumers in its products.
However, Levi’s has made it clear that AI models will not replace human models entirely. Instead, the company plans to use these models to enhance the consumer experience, while still prioritizing human representation. Dr Amy Gershkoff Bolles, an executive focused on emerging tech at Levi Strauss, stated that while AI models are an exciting prospect for the company, they will never replace human models entirely.
Levi’s also claims that their diversity efforts will go beyond using AI models. The company is focusing on working with content creators in front and behind the camera who are reflective of their broad consumer base. It remains unclear, however, how this initiative coalesces with the use of fake models instead of paying real models, make-up artists, and photography staff.
This move towards AI-generated models is part of an industry trend to replace real people with AI. However, there has been criticism of this trend as it raises concerns about job displacement and promotes negative stereotypes. For example, in August 2020, Capitol Records signed, and then subsequently fired, an AI rapper called FN Meka amidst calls that the character promoted “gross stereotypes” of Black culture.
