Image via Levi's
The tea: Levi's has partnered with AI studio Lalaland for computer-generated models.
The statement: Later this year, we are planning tests of this technology using AI-generated models to supplement human models, increasing the number and diversity of our models for our products in a sustainable way... 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. (Read the full press release here.)
The quote: "While AI will likely never fully replace human models for us, {editor's note: Likely? Hmmm.} we are excited for the potential capabilities this may afford us for the consumer experience."
"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.” - Dr. Amy Gershkoff Bolles, global head of digital and emerging technology strategy at Levi Strauss & Co.
Image via Lalaland.ai
The bad: The idea that diverse bodies and ethnicities need to be supplemented is categorically untrue. Though underpaid and underrepresented, the number of working models of color is on the rise as are agencies devoted to diverse model casting. Moreso, this sends a message that actual commitments to diversity and inclusion can be circumnavigated with AI. Wrong.
The good: Levi's can still use this bad press to its advantage, acknowledge the misstep and pivot to a different, more personalized approach to AI. Imagine building an AI character of yourself to your own specifications, measurements, weight and body shape to try on denim — that would be game-changing.
Levi's is a leader in denim and could really shape how e-commerce uses AI. Let's hope they restrategize and start the right kind of trends.