Levi’s is taking a bold step forward in their product design by partnering with LaLaLand.ai, an AI-powered studio. This collaboration will give them the ability to offer more diversified designs and add more flexibility to their clothing range thus increasing their scope & reach. Amy Gershkoff Bolles, Levi’s global head for digital & emerging technology strategy, announced a commitment to catering to more size, age & body type variations, plus different skin tones in their clothing selection. This puts the company on the path of greater inclusivity. This decision is anticipated to let Levi’s cater to a much broader customer base.
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With the implementation of AI-generated models, worries arose regarding the company’s devotion to recruiting more human models with different identities and characteristics, especially taking into account the obstacles experienced by models with different backgrounds in the fashion sector. Bolles put forward the view that it will be impractical for a company to create models to cover all possible combinations of race, ethnicity, age, body shape and size. Moreover, studies have revealed that customers tend to make more purchases when products are advertised featuring a wide variety of models.
Levi’s to continue using human models
Levi’s has emphasised that it will continue to hire diverse human models and that the AI models are only intended to supplement human models, not replace them. The company is still in the early stages of its partnership with LaLaLand.ai and is working out the details of how it will use the models. The company is currently testing the technology and assessing what’s possible from a technical perspective as well as what’s best for the customer experience.
Use of AI-generated models in fashion industry
Virtual models are not new to the fashion industry, with brands like Pacsun and Balmain having already used virtual influencers and models like Lil Miquela and Shudu Gram for their campaigns. However, what sets Levi’s models apart is that they will be hyper-realistic and indistinguishable from their human counterparts, thanks to advances in AI technology.
Levi’s heavily invested in AI
Levi’s has been heavily invested in AI in recent years, using it for behind-the-scenes tasks like setting prices and merchandising stores. The company has also run an AI boot camp for employees. The new initiative will showcase Levi’s belief in AI directly to its customers.
Levi’s enhances digital shopping experience
Levi’s has been carrying out initiatives to give customers a more personalized online shopping experience. As part of this, they launched two digital features – “See It In My Size” & “What’s My Size?”- in May 2022 in certain nations. Customers can now benefit from the “See It In My Size” feature which offers more inclusive representation of products online. This allows everyone to see the item on a digital model that has similar size, height, body shape and skin tone – thus giving them an accurate idea of what the product actually looks like. Our cutting-edge sizing algorithm “What’s My Size?” is designed to recommend the right size for you based on your height, weight, & gender. It guarantees that you’ll get the best fit with minimal effort.
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In conclusion, Levi’s is planning to incorporate AI-generated models to supplement its human models and offer a more diverse range of sizes, ages, body types, and skin colours to its customers. The company aims to create a more personalised and inclusive shopping experience. Despite concerns raised about the decision, Levi’s has affirmed its commitment to continue hiring diverse human models. The company has been heavily invested in AI and has been working on enhancing its digital shopping experience for its customers through the “See It In My Size” and “What’s My Size?” features.
