Levi’s has announced a partnership with Lalaland.ai, a digital fashion studio that builds customized AI-generated models. Later this year, Levi’s is planning tests of this technology using AI-generated models to supplement human models. 

Founded in Amsterdam in 2019, Lalaland.ai uses advanced artificial intelligence to enable fashion brands and retailers to create hyper-realistic models of every body type, age, size and skin tone.  

“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,” says Dr. Amy Gershkoff Bolles, global head, digital and emerging technology strategy, Levi Strauss & Co. “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.” 

This AI technology can potentially assist Levi’s by supplementing models and unlocking a future where customers can see products on more models that look like themselves, creating a more personal and inclusive shopping experience.