Levi's Teams Up with LaLaLand.ai to Use AI-Generated Models
Levi Strauss is partnering with LaLaLand.ai, a Dutch startup that specializes in building customized artificial intelligence (AI) generated models, to test the use of AI-generated models on its e-commerce sites. The partnership aims to supplement human models to increase the number and diversity of models for its products in a sustainable way.
LaLaLand.ai is known for using AI to create hyper-realistic models of different body types, ages, sizes, and skin tones. This technology can enable Levi’s to create a more inclusive and sustainable shopping experience for its customers.
LS&Co. is committed to diversity, equity, and inclusion both in front of and behind the camera. The company has previously set targets to increase representation and publish annual updates on employee demographics and diversity statistics, as well as wage equity audits every other year. Although, the company has acknowledged that there is still room for improvement, particularly with regards to representation online.
By supplementing human models with AI-generated models, LS&Co. can potentially showcase its products on more models that look like its customers, creating a more personal and inclusive shopping experience. However, LS&Co. has emphasized that human models will still play an important role in its e-commerce strategy as the company continues its digital transformation.
Dr. Amy Gershkoff Bolles, LS&Co.'s global head of digital and emerging technology strategy, stated that the company sees fashion and technology as both an art and a science, and is thrilled to be partnering with LaLaLand, a company with such high-quality technology that can help LS&Co. continue on its journey for a more diverse and inclusive customer experience.
LS&Co. is not the only fashion brand to explore the use of AI-generated models. As the cost of photography and site maintenance, coupled with the frequency of new product arrivals, challenges many brands, more and more companies are exploring the use of AI-generated models to showcase their products on diverse bodies online.