Levi's to use AI to boost diversity in adverts

Levi's has made huge strides forward in terms of diversity, equality and inclusion in recent years. For example, in 2020 it committed to publishing annual updates on employee demographics and diversity statistics, whilst publishing wage equity audits every other year.

Using AI generated models to replace some of human models is an interesting development and is the latest example of artificial intelligence being used in the fashion industry. It has been talked about for a long time, but there are now more and more examples of it being utilised for the benefit of businesses and customers.

Whether AI can be used to successfully drive a more diverse and inclusive customer experience will be interesting to see. There are certainly benefits in terms of removing unconscious bias, however it could risk depersonalisation and authenticity”

Other brands which specialise in denim have started to use diverse bodies online with some brands showing garments models wearing size 0 to 36. There’s no doubt that what Levi’s, and other, are doing in terms of diversity and inclusion is correct - the questions here are should a business trust the face of its brand to AI, and can it be representative of both the brand and the customer base the same time? I will certainly be watching closely.

Fashion retailer Levi’s has announced it will trial the use of AI-generated models in a bid to “increase diversity of models that shoppers see”.

Levi’s said in a statement that the trial of AI-generated models will “supplement” the use of human models, rather than replace them, as it plans to create a “more personal and inclusive shopping experience” for customers.

The retailer announced the news at The Business of Fashion Professional Summit earlier this week and said the trial will begin on its ecommerce channels later this year.

Levi’s has partnered with technology startup LalaLand on the trial to create the customised models, which will “add a greater mix of sizes and body types, ages and skin colours”.”