Levi’s is adding a diverse range of new fashion models to its lineup, courtesy of artificial intelligence.
On stage at the BoF Professional Summit on Technology on Wednesday, Amy Gershkoff Bolles, Levi’s global head of digital and emerging technology strategy, announced the company will begin experimenting with AI-generated models on its e-commerce channels later this year to increase the diversity of models shoppers can see wearing its products. Levi’s partner on the project is LaLaLand.ai, a digital studio that creates customised AI-generated models.
The company plans to use the new AI models alongside its human models to add a greater mix of sizes and body types, ages and skin colours. The move might raise questions, however, as to why Levi’s doesn’t hire more human models with the diverse characteristics it’s seeking, particularly given the historical difficulty these models have had finding opportunities in the fashion industry.Business of Fashion