Levi’s new campaign model looks like any other model. Her untidy hair hangs over her shoulders as she gazes into the camera with that far-off high-fashion stare.
A closer look at the model throws everything off balance. The model is AI-generated, a digital rendering of a human being that will start appearing on Levi’s e-commerce website later this year.
Amy Gershkoff Bolles, Levi’s global head of digital and emerging technology strategy, announced the model’s debut at a Business of Fashion event. AI models will not completely replace humans, she said but will serve as a “supplement” intended to aid in the brand’s representation of various sizes, skin tones, and ages.
“When we say supplement, we mean the AI-generated models can be used in conjunction with human models to potentially expand the number of models per product,” Levi’s spokesperson said. “We are excited about a world where consumers can see more models on our site, potentially reflecting any combination of body type, age, size, race, and ethnicity, enabling us to create a more personal and inclusive shopping experience.”
A spokesperson for Levi’s added: “The models Levi’s hires are already diverse and this will continue to be a priority for us. Over the past year, we’ve been focused on ensuring that those working on the content both in front and behind the camera are reflective of our broad consumer base.”