Dive Brief:
- Levi Strauss & Co. plans to test customizable AI-generated models through a new partnership with Lalaland.ai. The tech would allow for products to be seen on a wider range of body types, skin tones, ages and sizes.
- The technology gives customers an opportunity to see their potential clothing purchases on people and body types that are closer to their own, something harder to achieve with just a few select human models. In the press release, Levi’s cited diversity, equity and inclusion as a top priority for the brand, saying this would allow for a more personal and inclusive shopping experience.
- Choosing the AI model route is also a part of Levi’s sustainability efforts as well, as it requires fewer resources.
Dive Insight:
Currently only one model is typically displayed per product on the Levi’s app and website, as is the case for many brands. With AI-generated models, Levi's is hoping to change that. The clothing company plans to test the technology later on 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,” Amy Gershkoff Bolles, global head of digital and emerging technology strategy at Levi’s, said in a press release. “We see fashion and technology as both an art and a science, and we’re thrilled to be partnering with Lalaland.ai, a company with such high-quality technology that can help us continue on our journey for a more diverse and inclusive customer experience.”
Through Lalaland.ai, a digital fashion studio based in Amsterdam, Levi’s will create models that are customizable by every body type, age, size and skin tone. The hyper-realistic avatars allow shoppers to get an idea of what the clothing will look like on their own bodies.
L’Oréal’s Maybelline New York experimented with its own digital avatar as part of a mascara release just last month. The avatar, named May, is the face of the beauty brand’s new Falsies Surreal Extensions Mascara. May is set to appear in future product campaigns and participate in metaverse efforts from the brand.
