Levi Strauss & Co takes a futuristic approach when showing its jeans line – the company uses models generated by artificial intelligence to show off its clothing and consumers may not be able to tell the difference.
Launching later this year, the initiative will showcase AI models in different body types, skin tones and ages so customers can see what products might look like on them.
Levi currently shows one human model per garment.
The San Francisco-based company said “AI will probably never fully replace human models” for the company, but offering a range of digital models will create “a more personalized and inclusive shopping experience.”
Dutch digital fashion studio Lalaland.ai uses advanced artificial intelligence to enable fashion brands and retailers to create hyper-realistic models and lent its skills to Levi.
Levi Strauss & Co will use AI-generated models to show off its clothes. Can you tell which image is the AI and which one is a real person?
Dr. Amy Gershkoff Bolles, global head of digital and emerging technology strategy at Levi Strauss & Co, said in a statement: “While AI will probably never completely replace human models for us, we are excited about the potential opportunities it can offer us. for the consumer experience.’
Bolles also noted that AI is not the end of human models, but a new way to deliver a better customer experience.
Lalaland.ai offers software that fits Levi’s goal of ‘diversity and inclusion’, allowing users to create and style avatars physically, emotionally and in different poses – making it ideal for digital modeling.
The Amsterdam-based company’s website states that the creations are “inspired by real people, generated with AI.”
Levi and Lalaland.ai have not shared any details about the collaboration, but the digital fashion company’s website shows that it charges monthly subscriptions ranging from the freemium model to $387 per month.
There is a modified version that does not show prices.
“Nowadays when you shop on Levi.com or our app, we generally have one model for each product.
“We know our customers want to shop with models that look like them, and we believe our models should reflect our consumers, which is why we continue to diversify our human models in terms of size and body type, age and skin tone,” Levi shared in a statement .
“This AI technology may help us by complementing models and unlocking a future where we can enable customers to see our products on more models similar to themselves, creating a more personalized and inclusive shopping experience.”
The Lalaland.ais website states that it also partners with Calvin Klein, Tommy Hilfiger and the Otto Group.
AI is becoming increasingly popular in image creation, allowing users to create stunning portraits that look realistic in just minutes.
The initiative will showcase AI models (pictured is an avatar) in different body types, skin tones and ages so customers can see what products might look like on them
Lalaland.ai offers software that fits Levi’s goal of “diversity and inclusion”, allowing users to create and style avatars physically, emotionally and in different poses – making it ideal for digital modeling
AI is becoming increasingly popular in image creation, allowing users to create stunning portraits that look realistic in just minutes
However, some creators pass them off as their own work – an Instagram photographer who garnered thousands of followers revealed in February that his stunning portraits were shot by Midjourney.
Jos Avery said he used the software to design the portraits and then touched them up in Photoshop.
After she got clean, Avery received some backlash from followers who felt cheated.
Under a striking image of an elderly man captioned “Bighearted Bruce,” one commenter wrote, “You scroll through your posts even though you appear to be misleading people unfairly from the start.
“I can understand the appeal of the ‘hat trick’, but at the very least you need to make it known through a hashtag that these are AI generated and edited.”
Others read: ‘Bruce does not exist and has not roamed the streets. What a lot of s#%text’ and ‘Fictional story, fictional photo’.
Some mention that the long stories and some 30 hashtags in the image captions mean they miss the “#aiart” disclaimer hidden within.
But these negative comments are surrounded by hundreds of others praising Avery for his photographic skills.
One follower wrote: ‘Beautiful photo. How did you light it,” to which the artist responded to reveal it was AI-generated.
“Probably more than 95 percent of the followers don’t notice. I’d like to come clean,” he said Ars Technica.
“The reaction on Instagram took me by surprise. The end product of art resonates with people.’