Levi’s to experiment with AI-generated models

The artificial intelligence revolution is crossing all cultural spheres. Amid an ever-expanding scenario of virtual models or digital influencers, brands like Levi’s are starting to test AI-generated hyper-realistic models with the aim of complementing human models.

The cult denim brand is entering a new technological extension of artificial intelligence to start exploring AI-generated models for its e-commerce channels. An act with which they are once again merging the physical and digital worlds in order to increase model diversity and ensure that body “representation,” as announced by Amy Gershkoff Bolles, global head of digital strategy and emerging technology at Levi’s, at the BoF‘s Professional Technology Summit.

Levi’s will partner with digital studio LaLaland.ai to realize and render this new cast of digital models that will co-exist with its human models with the goal of incorporating and/or extending the representation of body identities, ages, races, ethnicities and skin colors.

WILL DIGITAL MODELS REPLACE THE REAL ONES?

This move has sparked controversy, generating debate as to why the brand does not hire more human models with those diverse characteristics it seeks, considering the marginality, divergence and complications most have experienced in finding opportunities within a fashion industry still in the process of deconstruction.

Despite spreading the word about this disconcerting state, Levi’s emphasized in a statement that it would continue to hire diverse models, and that AI-generated models would only complement human ones to create “a more personal and inclusive shopping experience.”

Such personalization or representation could be a powerful paradigm shift in the online customer experience. In this regard, according to Bolles, there are a number of studies that demonstrate the increased purchase of a product when users or customers can appreciate it in diverse models.

This collaboration with the LaLaLand.ia studio is still in the process of ideation and conceptual construction. In a first stage in which the technology is being tested, and evaluating the possibilities of its technical possibilities to fully enter into this new unexplored dimension.