Artificial intelligence is a hot topic with the emergence of programs like ChatGPT and Midjourney, and brands are (unfortunately) getting on board.This week, iconic denim company Levi’s announced a partnership with AI.(opens in new tab) studio LaLaland.ai(opens in new tab), to create an AI-generated fashion model. Levi’s announced in a press release that it plans to test the use of these models to “complement human models and increase the number and variety of models in its products in a sustainable manner.”
Lalaland.ai seems to generate “surreal” models for different body types, ages and skin tones. Calvin Klein and Tommy Hilfiger’s firm is also working with the studio, according to the company’s website.
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“While AI probably won’t completely replace the human model, we are excited about the capabilities AI can bring to the consumer experience.”
About this time last year, Levi Strauss laid off 700 employees, or 15% of its workforce, amid company restructuring.according to United States of America today(opens in new tab)the cuts saved the company $100 million annually.
Levi’s also claimed in the announcement that its commitment to diversity goes beyond the use of AI models, stating in front of and behind the camera: [their] However, it is unclear how this initiative is linked to the use of fake models instead of paying real models, makeup artists and photo crews.
The company’s desire to move to AI-generated models epitomizes other industry attempts to replace real people with AI. Last August, Capitol Records signed and then fired his AI rapper, FN Meka. The virtual rapper ended in a call saying the character promoted “terrible stereotypes” of black culture.
