Levi’s begins testing AI-generated models for e-commerce

Denim giant Levi’s is to start experimenting with AI-generated fashion models on its e-commerce platforms later this year, with the aim, it says, of better reflecting the diversity of its customer base.

Levi’s partner on the project,  LaLaLand.ai, is a digital studio that builds customised, AI-generated ‘humans’, and it’s working with the jean brand to build a number of diverse human replicas.

According to Levi’s, this AI technology will allow customers to see its products on more models that look like them, and with these body-inclusive avatars, the company aims to create inclusive, personal and sustainable shopping experience for fashion brands, retailers and customers.

Levi’s global head of digital and emerging technology strategy Amy Gershkoff Bolles made the announcement at New York’s Business of Fashion (BoF) Professional Summit on Technology earlier this week.

Bolles said that the purpose of the AI models was to supplement, not replace, human models to create what she described as “a more personal and inclusive shopping experience” – although it’s clear that the tech could cut costs by reducing the need to hire and models and pay for shoots.

She added: “We see fashion and technology as both an art and a science, and we’re thrilled to be partner 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.”

Levi’s new partnership builds on previous virtual efforts. Last year the brand began piloting a feature that lets consumers select their size and see an image of their chosen garment appear on a person similar to their size, height, body shape and/or skin tone.

Founded in Amsterdam in 2019, Lalaland.ai uses advanced artificial intelligence to enable fashion brands and retailers to create hyper-realistic models of every body type, age, size and skin tone.

Last year fashion retailer River Island announced that it was also utilising AI in-store with a new ‘styling’ tool called Chloe.