Levi’s is set to trial a new range of AI-generated models in a bid to increase the diversity of its models.
The denim brand’s global head of digital and emerging technology strategy, Amy Gershkoff Bolles, made the announcement at The Business of Fashion Professional Summit on Technology on 22 March in New York.
The company will partner with LaLaLand.ai to experiment with AI models on its e-commerce channels as Levi’s looks to add a greater mix of race, ages, sizes and body types to its model range.
“It would be impossible for us to have models that cover every combination of race, ethnicity, age, body size, body type,” Gershkoff Bolles said.
Levi’s has said that the innovative move will not affect the hiring of diverse models as the implementation of AI into its commerce platforms looks to create “a more personal and inclusive shopping experience.”
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While the partnership with LaLaLand.ai is in its early stages, Levi’s is considering how its online platforms will use the models, possibly giving customers the opportunity to toggle through different model options when exploring a product.
Brands Balmain and Pacsun have already used virtual influencers and models to market their products but Levi’s’ Gershkoff Bolles believes that computer-generated models have only appeared “truly lifelike” most recently.
