Levi’s Will Use AI Models Alongside Human Ones

Denim ad campaigns have long featured famous faces(Opens in a new window), or served as a launchpaid for aspiring models, but Levi Strauss & Co. is testing a new approach: AI fashion models.

In a move that Levi’s describes as making the shopping experience more “personal” and “inclusive,” the hyper-realistic models will be of every body type, age, size, and skin tone. Levi’s is partnering with Amsterdam-based Lalaland.ai for the project. Per its website, the Dutch studio has previously worked with Calvin Klein and Tommy Hilfiger.

The goal of the AI-generated models is to help customers see Levi’s products on models that look more like themselves. Where this leaves some human models who would be employed by the company to model its clothing range is uncertain. Levi’s did not immediately respond to PCMag’s request for comment.

In a blog post announcing the move, the popular jeans maker emphasized how the partnership reflects and pushes its diversity and inclusion goals, with AI-generated models complementing rather than completing its diversity strategy,

“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.

The move comes after Levi’s announced(Opens in a new window) this month that it would eliminate 800 jobs, which amounts to almost 20% of its non-retail and non-manufacturing employees. Last year, Levi Strauss laid off 700 employees(Opens in a new window) in a bid to cut $100 million from its operating costs.

For fashion companies with even tighter budgets, a new site known as Deep Agency is offering “virtual models” built with AI imaging, which can be used in ads and social media posts.

There is, of course, the potential for people to be duped online if AI dresses up celebs in clothing brands they’ve never actually worn. Over the weekend, for example, an image of Pope Francis rocking a large white puffer coat made the rounds. Given that popes of yore have never shied away from a fashion moment(Opens in a new window), Pope Francis’ street-savvy duds weren’t entirely unbelievable(Opens in a new window), but alas, the coat is indeed an AI concoction.

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