AI-generated mannequins soon on Levi’s site

Levi’s has announced the arrival of artificial intelligence (AI) on its e-commerce platform. Consumers will have the option try on clothes on tech-generated mannequins. Objective: “ create a shopping experience more inclusive, personal and sustainable for fashion brands, retailers and customers “.

Try on clothes on all body types

To integrate this new functionality which will be deployed during the year, the denim specialist has teamed up with Lalaland.aian Amsterdam-based digital fashion studio that creates realistic AI-generated models.

When the user is interested in an article during his online shopping experience, he will have the possibility of trying it on mannequins generated by artificial intelligence, offering all body types, ages, heights and skin colors ». In his blog postthe company does not specify whether the consumer will have to choose between different models or indicate the attributes he wants himself.

While AI will probably never fully replace human models for us, we are excited about the potential capabilities it can give us for consumer experience. We consider fashion and technology to be both an art and a science, and we are delighted to partner with, a company with high-quality technology that can help us continue our journey towards a more diverse and inclusive customer experience “says Dr. Amy Gershkoff Bolles, global head of digital strategy and emerging technologies at Levi Strauss & Co.

Levi’s accused of favoring AI over models

The brand ad was the target of criticism, some believing that his new experience would affect models, especially as it has attempted to reduce operating costs in recent years. In 2022, Levi’s laid off 800 employees, down from 700 in 2020.

In response, the company updated its statement by explaining that ” this pilot project » is not not considered “cas a means of advancing diversity or as a substitute for real measures that must be taken to achieve our diversity, equity and inclusion goals, and it should not have been presented as such “.

She explains that industry standards for photo shoots are usually limited to one or two models per product. In this context, “’s technology, and AI more broadly, can potentially help us by allowing us to post more images of our products on a range of body types faster “, she pointed out.

Levi’s isn’t the first firm to experiment with AI to try on clothes online. Last September, Walmart launched the Be Your Own Model experience, which allows users to virtually try on clothes using their own photos and augmented reality. Amazon Fashion also partnered with Snap last year, giving Snapchat users the ability to virtually model eyewear using augmented reality filters.

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