Levi's to supplement human models with AI-generated fakes

Company announces its intention to use AI-generated fakes as models for better sustainability and inclusivity

Levi's has partnered with AI company for computer-generated fashion models to “supplement human models.”

The “digital transformation journey” of diversity, equity, inclusion and sustainability, as the company claims, will merely hire a robot to generate the appearance of diversity.

Founded in 2019, Levi-Straus is collaborating with Amsterdam-based digital model studio Lalaland.ai for this new initiative.

The company is aiming for customers to see what fashion items would look like on “hyper-realistic” models “of every body type, age, size and skin tone.”

In its announcement, the company said, “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.”

Though Levi's claims that “AI will likely never fully replace human models for us”, the rapidly growing AI tech is already generating photography and art.