Levis is partnering with an AI company to generate AI-generated fashion models. This move is part of the company's digital transformation journey that promotes diversity, equity, inclusion, and sustainability.
Producing AI-Generated Models
Levi Strauss & Company and Lalaland.ai are teaming up to supplement human-like models through artificial intelligence. According to Engadget's report, this initiative aims to let customers see what fashion items would like on a person who looks just like them, rather than to hyper-realistic models.
Digital and Emerging Technology Strategy Global Head Dr. Amy Gershkoff Bolles stated, "We are excited for the potential capabilities this may afford us for the consumer experience." This move from the company was seen as the emergence of fashion and technology as both an art and a science.
Lalaland.ai is a digital model studio based in Amsterdam and uses advanced artificial intelligence that will boost brands and retailers to create "hyper-realistic" models that are inspired by real people. Levi's described the company that produced high-quality technology and sees this partnership as a stepping stone to creating a safe space for its customers.
Promoting Diversity and Representation
The machine will produce an appearance of diversity to represent every body type, age, size, and skin tone as Levi's mission is to see more representation in the fashion industry. But the company clarified that AI will likely never fully replace real models for the company, but just expand its effort to create a more inclusive shopping experience.
Daily Mail reported that by looking at the brand's website and app, the company generally has only one model for each product, proving that this initiative will make an impact on both company and the customers.
Doing this move will satisfy customers' needs as the company believes that its models should reflect their consumers. This AI technology will assist LS & Co. to supplement models and unlock a future where customers can see their products through models that look like them, especially that diversity, equity, and inclusion are top priorities for the company.
Supplementing AI-generated models also comes at the perfect time for the company as it does not require hiring people. Sentinel-Tribune reported that Levi Strauss will eliminate 800+ jobs, which will affect 20% of its non-retail and non-manufacturing employees. The job cuts will happen over the next 12-18 months.
For the past few years, Levi's has been focusing to ensure that their works are diverse through the content both in front of and behind the camera, as it is reflective of the company's broad consumer base. Doing this project will continue the company's efforts in promoting its top priorities.
As the company states on its website, LS&Co. balances digital fundamentals when it comes to its digital transformation journey by investing in emerging technologies to keep itself leading in the industry.
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