Levi’s Plans to Use AI Models as Soon as Next Year

Levi's plans to use AI Models as soon as next year for the right reasons that need to know

In this article, we have explained how Levi plans to use AI models as soon as next year. Read to know more about Levi's AI models in detail.

There doesn't seem to be a day that goes by without more news about the advancements of AI in almost every creative pitch. Every week, new AI models for image generation and video generation emerge, but it appears that we will soon see AI models of a different kind – fashion models rather than machine learning algorithms.

Levi's recently announced that it will begin supplementing its use of real humans with hyper-realistic AI-generated models as early as next year. Yes, models will no longer be unrealistically perfect; they will no longer be real people at all (which means big changes for print adverts). However, Levi's claims that its goal is the polar opposite of what you might expect.

Until recently, AI text-to-image generation models struggled with human figures. Faces could appear horrifying, necessitating extensive editing in other software, and hands would rarely have the usual number of fingers. However, technology is rapidly advancing; just this month, we saw how the latest version of Midjourney is much more reliable at creating hands with five fingers.

An AI modeling agency has already been established (yes really). And now, Levi Strauss & Co. is one of the first major fashion brands to publicly announce its intention to use AI models. While cynics may interpret this as a move to save money and show its clothes on bodies even more unrealistically perfect than those of heavily retouched models, the company insists that is not the case.

The AI models will only "supplement" Levi's use of real models, and the goal is to make the shopping experience more "personal" and "inclusive." Levi's says it will use AI models of every body type, age, size, and skin tone to show customers how their products will look on models who look more like them.

It will collaborate on the project with Lalaland.ai (opens in new tab), an Amsterdam-based company that uses artificial intelligence to create hyper-realistic 'body-inclusive avatars'. The company claims to have previously collaborated with Calvin Klein and Tommy Hilfiger.

Dr. Amy Gershkoff Bolles, global head of digital and emerging technology strategy at Levi Strauss, writes in a blog on the Levi Strauss website (opens in new tab), "While AI will likely never fully replace human models for us, we are excited for the potential capabilities this may afford us for the consumer experience."

While the intention appears to be positive, the controversy surrounding the AI generation may make using it a risky move for many brands.