Levi’s is exploring artificial intelligence-created designs for their clothing models to enhance diversity.
To bring a fresh outlook to its online shopping experience, Levi’s is set to commence trials of AI-generated clothing models by the end of 2021. Last week, Levi’s unveiled their experimental project in partnership with Lalaland.ai – a digital studio that produces life-like AI fashion models.
Levi’s announcement initially sparked a public outcry prompting the company to reiterate its commitment to using AI to promote diversity in just a few days.
Currently, most products featured on Levi’s app or website are only on a single clothing model. This joint venture can create AI clothing models that are more inclusive. Consequently, customers can visualize a garment’s appearance on different body types. Ideally, this process should relieve shoppers perturbed when apparel isn’t displayed.
While the proposition initially sounded appealing, many uncertainties remained in its wake. Levi’s has not yet announced what platforms their AI models will be accessible on or if the users can tailor them. Furthermore, they have stated that this project is more “sustainable” without adequately addressing how and why it can be called so.
This attracted the issue of how many accurate models would be influenced by this experiment. Levi’s has been aiming to cut operating costs and save money, resulting in 800 employees being laid off in 2022 and 700 positions remaining vacant since 2020. Initially, Levi’s affirmed that AI-generated models were not intended to serve as the only means of promoting diversity, equity, and inclusion. On the contrary, they expressed that their goal was to incorporate accurate models with technology to create a more personalized shopping experience for customers.
“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,” According to Amy Gershkoff Bolles, Global Head of Digital and Emerging Technology Strategy at Levi Strauss & Co.,
Levi’s has addressed the worries associated with its mission to use AI and advance diversity:
We regret that our previous announcement of a partnership with Lalaland.ai did not accurately depict all aspects of the program, and we take full responsibility for this oversight. We do not consider this pilot a viable substitute or replacement for the work and action necessary to reach our diversity, equity, and inclusion goals. By no means should it have been portrayed as such either.
Comprehending the sensitivity that comes with AI-based technologies, we are proactively pioneering this pilot to improve the customer experience later this year. Currently, conventional industry standards limit a photoshoot session per product to one or two models only. Lalaland.ai’s AI-driven technology can be a significant asset, enabling us to expeditiously generate various versions of our products on diverse body types.
In their new statement, Levi’s declared that the company does not intend to minimize its use of accurate models or live photoshoots. Furthermore, they recognized that the partnership with Lalaland should have never been associated with their dedication towards diversity, equity, and inclusion.
Last September, Walmart unveiled its Be Your Model feature which permits customers to test out clothing using augmented reality technology and a photograph of themselves. This revolutionary experience enables users to envision how garments would look on them accurately. Many other companies have followed in similar footsteps by incorporating AR into their products. Last year, Amazon Fashion and Snap joined forces to allow Snapchat users to try on branded glasses or sunglasses using augmented reality filters.
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