You will not believe this. If this company continues on this path, then it has nowhere to go but down.
Levi’s has recently teamed up with Lalaland.ai, a digital fashion studio that uses AI-generated models for online shoppers of the denim company’s clothing, in order to increase “diversity” on its website. The Verge reported this monumental news as an effort by Levi’s to create more realistic and diverse models within their virtual shopping experience.
In a confusing announcement, Levi’s announced it made AI models to be more diverse. https://t.co/23udOtKoVA
— New York Magazine (@NYMag) March 27, 2023
Amy Gershkoff Bolles, global head of digital and emerging technology strategy at Levi Strauss & Co recently mentioned that the use of computer-generated models will not replace human models but instead supplement them to provide customers with a much more intimate online shopping experience.
“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,” Bolles said.
The enterprise declared in their press release that they do not view AI-generated clothing models as the only answer to establishing inclusion, diversity, and equity.
By utilizing AI technology, the iconic denim company can provide a way for its customers to make their models customizable. This would allow them to alter various elements such as age, body type, skin tone and more so that shoppers are able to view clothing on bodies that correspond with their own physicality.
“This AI technology can potentially assist us by supplementing models and unlocking a future where we can enable customers to see our products on more models that look like themselves, creating a more personal and inclusive shopping experience,” the company’s announcement said, The Cut noted.
In order to reduce expenses and save money, Levi Strauss & Co. has had multiple waves of layoffs over the past few years. Last year alone, they cut 700 positions in 2020 and an additional 800 in 2021—totaling $100 million in savings per annum according to New York Magazine. The drastic cost-cutting measure has allowed the company to remain competitive yet maintain their standing as one of the most successful companies worldwide.
The announcement of the company using AI models has triggered an uproar online, as some observers insist that more inclusive representation could have been achieved through hiring diverse models with different races and body types. Such sentiment was reported by AdAge.com.
“So instead of increasing diversity by hiring actual Black and Brown models, Levi’s is going to get AI models,” one person wrote. “The conversation around diversity has hit the ‘jumped the shark’ level. Cuz WTF.”
So instead of increasing diversity by hiring actual Black and Brown models, Levi's is going to get AI models. The conversation around diversity has hit the "jumped the shark" level. Cuz WTF. https://t.co/kdZvMzTtOL
— Luvvie (@Luvvie) March 27, 2023