Levi’s to Begin Using AI Generated Models

Levi Strauss & Co.’s focus on digital now extends to the models wearing its jeans.

The clothing retailer announced Wednesday (March 22) it was working with Lalaland.ai, a Dutch digital fashion studio that makes customized models generated by artificial intelligence (AI), allowing shoppers to see models “that look more like themselves” wearing Levi’s products.

According to a news release from the company, it will begin using this technology to “supplement” its human models later this year.

“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,” said Dr. Amy Gershkoff Bolles, global head of digital and emerging technology strategy at Levi Strauss & Co.

The company said Lalaland uses advanced AI to let fashion brands and retailers make super-realistic models of every age, size, skin tone and body type, thus offering a “more inclusive, personal and sustainable shopping experience.”

Even AI doesn’t put Levi’s fashion models out of work, but a recent report by OpenAI says that another iteration of the technology — large language models (LLMs) like ChatGPT — could impact up to half of the tasks needed for nearly a fifth of all jobs in the U.S.

“Our analysis indicates that the impacts of LLMs like GPT-4, are likely to be pervasive,” the study said, adding that 4 in every 5 U.S. workers could see at least 10% of their tasks affected in “some way” by ChatGPT.

The report found that jobs that already employ a variety of software-driven tasks could conceivably face more disruption from AI tools, while industries reliant on manual labor, including food service and hospitality, forestry and others, will likely see the least impact.

Levi’s embrace of AI comes as the company is intensifying its focus on the digital world, even as it enjoys increased in-store sales.

“As we look to the year ahead, we’re investing in capabilities and talent to drive sustainable profitable long-term growth in our digital business,” Levi’s President and CEO Chip Bergh told analysts on the company’s Q4 earnings call in January.

To that end, the company recently hired former Nordstrom senior VP of digital Jason Gowans as its new chief digital officer.

As PYMNTS noted at the time, Gowans will focus on combining Levi’s engineering data, artificial intelligence (AI), and digital product management to lead the company’s eCommerce and digital go-to-market efforts.