Levi’s will soon use artificial intelligence-generated virtual models for clothing marketing
Artificial intelligence has been the talk of Silicon Valley recently, with several industry experts and opinion makers saying that the recent emergence of advanced generative AI, including Microsoft-backed OpenAI’s ChatGPT, could soon lead to the decline of jobs like text typing and data entry. Now, however, it is surprising to see artificial intelligence taking on the one task that no one thought could be replaced – fashion modeling.
According to The Verge, Levi’s is partnering with digital fashion studio Lalaland.ai, which specializes in AI-generated fashion models, to market its clothing. The goal of the collaboration is to present clothes with different models that have different body types, sizes, ages and skin tones. This would help potential customers who have trouble finding clothes that fit their body type – because they often don’t see models that resemble them in online store images.
Additionally, The Verge reports that it’s unclear what platforms the designs will be available on or if they’ll be customizable, and while Levi’s claims this change is permanent, they’re not giving an explanation, at least not yet.
Amy Gershkoff Bolles, global head of digital and emerging technology strategy at Levi’s, said: “While AI will likely never completely replace human models for us, we are excited about the potential capabilities this can offer us in terms of consumer experience.”
Hiring fashion models is expensive, and companies like Levis have already cut operating costs – it remains to be seen if this could have a widespread impact on fashion models, if at all.
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