Levi's to use AI models to 'increase diversity' | Mashable.
Levi's to use AI models to 'increase diversity and sustainability'
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| Jeans brand Levi's plans to 'supplement' human models with AI-generated ones. Credit: Levi's / Lalaland.ai |
Artificial intelligence has been a hot topic with the advent of programs like ChatGPT and Midjourney, and brands are (unfortunately) getting in on it. This week, the iconic denim company Levi's announced its partnership with AI studio Lalaland.ai, which creates AI-generated fashion models. Levi's plans on testing the use of these models to "supplement human models, increasing the number and diversity of our models for our products in a sustainable way," it announced in a press release.
Lalaland.ai apparently generates "hyper-realistic" models of varying body types, ages, and skin tones. According to its website, companies Calvin Klein and Tommy Hilfiger have also worked with the studio.
"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," said Dr. Amy Gershkoff Bolles, an executive focused on emerging tech at Levi Strauss, in the presser.
This time last year, Levi Strauss laid off 700 employees, or 15 percent of its workforce, amidst restructuring at the company. According to USA Today, the cuts allowed the company to save $100 million a year.
Levi's also claimed in the announcement that its diversity efforts will go beyond using AI models, noting that it's focusing on working with content creators in front and behind the camera who are "reflective of [their] broad consumer base." It's unclear, however, how this initiative coalesces with the use of fake models instead of paying real models, make-up artists, and photography staff.
The company's desire to move towards AI-generated models is emblematic of other industry attempts to replace real people with AI. In August of last year, Capitol Records signed, and then subsequently fired, AI rapper FN Meka. The virtual rapper was terminated amidst calls that the character promoted "gross stereotypes" of Black culture.
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Terrible. Regardless of how diverse the mix up of AI models is, you can't trust that the clothes work on a real human body, I mean, they can trim and plump wherever they want to make the clothes look great. How will they know if there's a terrible cut in the mix? And, if you want to have a diverse line up, sheesh, just hire a diverse mix of real people.
ReplyDeleteand you think when clothes looks great on models it translates well to regular people? Ultimately, thats what the fitting room is for. Plus, there are laws against false advertising, so they have to work within that frame.
DeleteUm…there are actual diverse humans they can use
ReplyDeleteThis is the future…I’m actually pleased that there might be an end to model exploitation.
ReplyDeleteGlad… the future?Wait until they stop exploiting teachers with AI. 😉
DeleteDude, only glad about modeling. Other roles…not so “glad”
DeleteI get it, you are a teacher right? And just like you, most models love what they do. I’ve known plenty as a film director. So why be glad that their job might be at risk just because of corperate profit?
DeleteDude, even the ones who “love what they do” are unfortunately having to live up to unrealistic standards. As they age, they “have to” undergo surgical and plenty of non-surgical procedures to stay competitive. Actors are the same… I’m just hoping that real people will speak up and ask for what they want. Money talks…if people truly want realistic looking models and actors, then that’s what we will see… just my opinion.
Deletepeople have been living up to unrealistic standards way before “la haute couture”. And I’m afraid AI is not going change a thing, if anything, it’s going to exacerbate the problem. It might end up selling an even more “unrealistic” picture of what a person should look like.
DeleteYou still mad you got denied?
DeleteWell, I guess I'll have to learn how to make my own jeans. If Levi's starts, others probably already have been without saying a word. I'm not wasting time trying to figure out who is and who isn't.
ReplyDeletebless your heart
Deletehttps://media.tenor.co/IsPel5IN-OQAAAAC/you-poor-thing-poor-fellow.gif?t=AAX3vKRlJncKVJVFcQdmkQ&c=VjFfZmFjZWJvb2s&itemid=15096899
I make my own clothes already so it's not a stretch 🤷🏾♀️.
DeleteSounds to me that they simply don’t want to pay real models. 🤷♀️
ReplyDeleteyeah, who wants to?
DeleteOr, hear me out here, they could hire diverse people to model their clothing 🤷♀️
ReplyDeletebut how can fashion companies continue to spread the message that only certain people qualify as real people if they do that?
DeleteRidiculous! If Levi is a everyday Jean then why not use regular people to model it! It’s not about diversity or sustainability, it’s about $.
ReplyDeleteI’ve loved Levi’s for so long but this makes me so upset like I would love to model to show diversity and I struggle finding clothes that fit me so I’m going to just have to stop and spend my money elsewhere
ReplyDeleteTalk about cutting costs for profit! So happy I don’t wear jeans anymore.
ReplyDeleteThis is actually great! Now real women won’t have to starve themselves for a modeling job. They can just go work at hooters or twin peaks w the rest of the chunky girls
ReplyDeleteHere’s an idea: why not use diverse human models? I’m sure it’s not hard to find them.
ReplyDeleteeverything offends everyone now. In London advertising firms strictly avoid using any other models than coloured to prevent any online attacks against a brand.
Deletewhat does that have to do with using real people?
Deleteso you see the facial features are very caucasian but skin is dark with the AI one
DeleteI would imagine they still make the jeans to fit real people! I doubt they ever used models to fit because they were all unrealistic anyway! 😂
DeleteIt's certainly more sustainable if it doesn't cost a penny, sure... cheap corporation as usual
ReplyDeleteI wonder if they ever consider the fact that when 3/4 of people will be out if a job, their sales will go drastically down and their profits vanish? 🤷
Photography left the conversation.
ReplyDeleteand so did models and designers
DeleteThanks Levi Strauss & Co. Use AI to create models that look more diverse so you don’t have to hire them… 😒
ReplyDeleteMeh.
ReplyDeleteI get my jeans from a vintage military surplus store called Old Navy.
😆
This is just the beginning.
ReplyDeleteHow nice
ReplyDeleteDiversity and sustainability, or as I call it 'free labour'
ReplyDeleteDisney is going to love this
Throw in the “diversity” part in place of the “we are just cutting costs” one. Classy move to not hire actual humans anymore, Levi’s, classy move. Tsk tsk
ReplyDeleteAI already putting people out of jobs. There are enough real people out-there from mixed marriages that would be perfect for diversity modeling. The only thing AI would do in this case is set even more unrealistic standards for “beauty”. Because it will literally show people that don’t exist!
ReplyDeleteI think they will factor what the customers want to see into the image. It's just good business. Most people won't even be able to discern the difference between AI images and real human photos (often photoshopped) n the end.
DeleteI can always tell the difference. Their eyes are not like what real humans have. It could be they fix that later on.
Delete“Hey Levi’s, can you guys hire some more models of color to round out the white ones?”
ReplyDeleteNah…but we can make some fake ones from scratch and stick em in ads with the real white models. How’s that sound?
How about hiring real people and paying them.
ReplyDeleteNow they are getting rid of human models to enrich themselves. Is there no end to their greed? They need humans to buy their crap, but if every company starts replacing human jobs -- amid a growing population -- all of us will be living in a world of hurt.
ReplyDeleteSustainability??
ReplyDeleteAre we running out of humans?
Or do they just want to stop paying models and photographers?
The point of diversity is to also give opportunities to other communities...🤖🤦🏻♀️
ReplyDeleteLmao why are there angry faces at this?
ReplyDeleteOthers have provided useful reasons why not: AI models and humans may not actually match, there are real people they could hire, etc. and if they're truly concerned about true diversity in regards to jeans fitting, the "race" of the human matters not at all: there are so many varieties of body shapes and sizes, they might as well use mannequins for each one, color all of them purple so nobody gets upset that some were represented while others weren't, etc.
DeleteMy body proportions are just enough out of the expected that not all jeans or many other things fit me properly as compared to models. This is why it still pays to have actual physical examples, and trying things on in person before you buy. I'm in tech, and AI models in this context is a silly solution (and possibly non-solution, actually wrong) to a non-existent problem. There is one certainty they can achieve by using AI models: they can cut out a lot of people they pay for all the modeling details.
people seem to hate the modeling industry anyway and this basically kills that. You can make an ai model look however you want so if a store wants to start carrying plus size clothes, they can just create a plus size model to fit those clothes. Sounds like good business plus getting rid of a toxic industry.
DeleteMmmmm seems like they want to save money. Inclusivity of their profits 🧐🧐
ReplyDeleteAhahH so they aren’t gonna be paying any models anymore seems like it will work out well
ReplyDeletehttps://media.tenor.co/s4INadSl1ZMAAAAC/i-dont-think-it-works-like-that-dan-levy.gif?t=AAX3vGUzY5MIWoXITAWj-g&c=VjFfZmFjZWJvb2s&itemid=20853652
ReplyDeleteWe've been looking at fake models for decades.
ReplyDelete😎
Why not pay diverse models 🤦🏻♀️
ReplyDeletePutting humans out of the work force 🤬
ReplyDeleteThis is just gross. Is the message that they'd rather generate diversity thru AI than actually employ diverse models?
ReplyDeleteIt has begun lol
ReplyDeleteCool as long as they don’t talk . 
ReplyDeleteyup models are replaced. next actors.
ReplyDeleteCheap labour.
ReplyDeleteWalmart wanted to carry Levi's, but none of their lines were cheap enough for Walmart's goals. So there is >1< kind of "Levi's" that's made in China specifically for Walmart.
ReplyDeleteSeriously???
ReplyDeleteRight.... By also taking away modelling jobs from anyone not identifying as Caucasian. Good job 👏
ReplyDeleteWhat a joke. They dont want to hire so they fake the entire point. Virtue signaling basically
ReplyDeleteAutomation is killing jobs
ReplyDeleteYeah so they don't have to pay real people.... Boycott Levi's now I guess
ReplyDeleteYeah, boycott Amazon as well for using automation in their warehouses. Boycott everyone actually 🤪
Deleteyou mean real fake people right? This whole reality is fake not just models. Totally obvious.
Deleteyou obviously don't know what's sarcastic or not
DeleteQuite difficult to tell from cold text 😜
Deletewell then don't just assume things😶
DeleteLol, how did it go over your head that I'm just adding to your sarcastic comment with sarcasm? For the same reason: difficult to tell from cold text 😜 Have s good day anyway
DeleteI mean, you're the one who came here looking for an argument
DeleteWhatever dude
Deletewhy? Why should they oay real people? Makes no sense.
Delete. . . to 'decrease cost of paying real people'
Deletehttps://giphy.com/gifs/onechicago-nbc-chicago-fire-one-KGSxFwJJHQPsKzzFba
ReplyDeleteEveryone worried about loss of jobs now but I remember when every business in America was hiring because no one wanted to work when businesses reopened once COVID calmed down. Y'all were happy with those unemployment checks. Now it's a big deal because companies want to cut costs and suddenly "oh no, all those people without jobs".
ReplyDeleteandf so it begins
ReplyDelete"a skewed unrealistic view of diversity" ... I think the unrealistic view is that 90% of people are tall, skinny , able bodied white people which is what advertisers generally show.
ReplyDeleteif you were actually willing to look at data, you would know that multiple (unbiased) studies have shown that perfect diversity is achieved through a meritocracy, NOT “equity”, because the upper echelon of skill / intelligence is pretty much evenly dispersed across the races and genders. so by forcing people into positions or roles that they didnt earn solely because they checked a few boxes is a recipe for disaster. take SVB for example. they worried too much aboyt checking boxes instead of hiring real leaders, and look what happened.
Deletealso, which advertisements have you seen recently LMAO? every single ad these days has gays, blacks, etc as HALF of the ad, or more. constant ads of women as CEO’s. that, by definition, is skewed. blacks and gays COMBINED arent even half of the population. not even close. not by about 25%. women are not as commonly CEO’s as men. its all subliminal programming. so again, when these ads are showing america as if its some perfect 5050 split, that is simply false. no amount of you being offended is going to change that FACT. america is predominantly white. get over it.
It won't be long before there will be no more "humans" modeling. Maybe, runway models, that is, until androids are perfected. Time marches on.
ReplyDeleteAI is kicking us out of our own world
ReplyDeleteWho cares? As long as they are still making the product, they could use anything they want. Those models always look weird af anyway
ReplyDeletehttps://media.tenor.co/QAEY1ek0rygAAAAC/fat-boohoo.gif?t=AAX3xnr1nVUIWoACEwoZmg&c=VjFfZmFjZWJvb2s&itemid=23705323
ReplyDeleteSo, to avoid paying humans, we're going to use drawings of imaginary humans to sell our products to humans...
ReplyDeleteMeanwhile, when enough businesses eliminate the humans they have been relying on to make and sell their products, no humans will be able to afford to buy their products... Yay, you make more money, you have more money, but the 99% of the people will not have any money.... for 'smart' business people, they have no end game strategy....
That's COMMUNISM
ReplyDeletewow. so you can't pick a few models out of 8 billion f-ing people existing on the planet. just say you want to save up. your excuse is ridiculous and laughable 😂
ReplyDeleteNot even willing to pay humans?
ReplyDelete...or just save money
ReplyDelete🤮🤮🤮🤮🤮🤮🤮🤮🤮🤮
ReplyDeleteNah, it's probably to reduce expenses.
ReplyDeleteSo you'd rather just not pay the real diverse humans in the world.
ReplyDeleteokkkkaaay
ReplyDeleteOh FFS!!!!!
ReplyDeleteFFS! How about humanely diverse models you complete dipshits?!
ReplyDeleteYou can also ask your questions here: https://www.facebook.com/groups/318322430441490
ReplyDelete… rather than actually HIRING and PAYING a diverse group of models… 🙄
ReplyDeleteMr roboto
ReplyDeleteInteresting. I am sure they will now decrease their prices, since they won’t be spending any money on human models. Because they would not do that to just increase the profit, right? 😉 Luckily, we can choose…
ReplyDeleteHow is using the image of a human that doesn’t actually exist increasing diversity? Diversity of what, pixels? Maybe Levi’s thinks AI is being underrepresented in our media landscape. It begs the question, whose interests are being served by these symbolic gestures of diversity and inclusivity? Is there a difference between the images being constructed by AI, and the images being socially constructed by us all? Artificial intelligence vs superficial intelligence, I would argue. Inclusivity should be a reflection of reality, but what does it really mean when it’s not a reflection of reality, or even a reflection of a real human being? Was it Levi’s or their AI that came to the conclusion that the most “sustainable” thing to do is remove humans from the equation? It’s hard to say when you have a soulless entity on one hand, and artificial intelligence on the other.
ReplyDeleteWell said.
Delete"Diversity and sustainable" sounds great. It doesn't matter that several diverse models, photographers and supporting staff will be jobless. Sustainability and diversity are important, but profits are more important.
ReplyDeleteIt's better than ALL of the models being jobless. They're a private company and can do what they want.
DeleteThey owe YOU and everybody else nothing when it comes to jobs. If you don't like it, stop buying their product. Use cancel culture on them, like the Republicans tell you to do.
Very diverse by using no one at all. How “inclusive”!
ReplyDeletehttps://giphy.com/gifs/regalmovies-haha-lol-funny-dead-no-dannyglover-laugh-ohnoyoudidnt-done-omg-29HRejgahYenVsohB5
And I'm sure they will pass the savings on to customers right?? Right??
ReplyDeleteLol probably will
DeleteYea if you use AI for your business then create more AI to buy from it 🤗
ReplyDeleteI remember an American boy who told me that capitalists always make such considerations and that it is rubbish to think poverty will never be alleviated. It's 2023 and I would love to ask how poor people are supposed to survive with the cost of living constantly rising.
DeleteAs much as capitalists agree on some things, be careful with assuming they can be responsible when it comes to who must make more profit and who shouldn't because of the welfare of communities.
If only humans would open their eyes and see that capitalists are the enemy before death invited by capitalists greed consumes humanity.
totally agree 💯, all they see is Money...at any cost🚮🚮🚮🚮
DeleteImagine not wanting to hire people of color so badly that you’d rather create fake versions of them rather than actually deal with them in real life.
ReplyDeleteyeah right! but in reality they are being cheap and they just want to pay pennies for fake models
ReplyDeleteI prefer diversity in real humans, not AI ones. Kinda defies the point if the diversity is fake 🙄
ReplyDeleteMany people bout to lose their income to a computer … sad stuff
ReplyDeleteThey need to stop thinking diversity and start thinking inclusivity.
ReplyDeleteTranslates to “we’re too cheap to hire real people.”
ReplyDeleteughhhhh
ReplyDeleteI think I might be an AI model. How would I know? How wouldn’t I know?
DeleteNo. Just NO. ‘Supplement’ diversity by using more diverse actual humans… who you pay.
ReplyDeleteThat's a rather interesting way of saying: "Levi's to take jobs away from PoC and give them to AI."
ReplyDeleteThing is, it would sound LESS racist if they hadn't used 'diversity' as one of the reasons. Replacing all your models with AI models? Well within your rights as a business. Doing so to 'increase diversity'? What? You couldn't/wouldn't hire ACTUAL PoC?
DeleteSo much cheaper !! There goes another career down the toilet!
ReplyDelete“to reduce costs and not have to pay for models…”
ReplyDeleteDiversity people in AI???? Does not compute, surely if you want to show different types of people, you just use .... Err real people
ReplyDelete…And to avoid paying real models.
ReplyDeleteOr they could hire and employ more diverse models.
ReplyDeleteWhy not use real models? This makes no sense!
ReplyDeleteThis is too much!
Deletean industry's way of saving money cuz you don't have to pay an AI
ReplyDeleteRobots and AI taking up valuable jobs more and more. One of these days everyone will be homeless because the robots are doing everything.
ReplyDeleteUsing AI to save money is legit 100%. Why should they keep paying people when they don’t have to, it’s not their job to put bread on people’s tables.
ReplyDeleteThere is always this stigma that you are bad if you fire someone. No. You are doing what is best for your business. And employee should be aware that he/she could always lose his/her job. It’s the easiest pick to be an employee, but also comes with a big risk. Take responsibility for your life.
Actually, in the US corporations are responsible to the state that issues their corporate charter. There's no reason it shouldn't be their job to benefit the community who charters them to do business. But states (particularly Delaware) have not used their power to make sure the businesses they permit to operate in that form do so in a responsible way.
DeleteConsumers have also given up their power. Sure a company may choose to lay off people to increase profits for their shareholders and corporate officers (that doesn't necessarily mean it's good for the business). But consumers can choose not to support those businesses as well.
If we as a society wake up and stop letting corporations make profits at the expense of people, capitalism will shift. But until then...
it is if they want people to have disposable income to purchase their products.
Deletecapitalism
DeleteBusinesses should take ethical matters into consideration.
DeleteWell if people keep loosing job to AI,who be able to afford any of their products.These companies do not realise they are 'killing' their customer base!
DeleteWhat's the point of diversity if it doesn't benefit the minorities being showcased?
ReplyDeletewhat next? Get an AI to wear the AI clothes I bought with an AI?
ReplyDeleteYou mean to increase their profits. Diversity and sustainability is a pretty weak cover.
ReplyDeleteLevi's to use AI models to save $$$$ and own the IP
ReplyDeleteagree.
DeleteSo ...#boycottlevi ???
ReplyDeleteyou mean to save a few dollars... HUMANS ARE GOING TO GRAVITATE TOWARDS OTHER HUMANS!
ReplyDeleteHold up. The only way you can get diverse models is to generate them algorithmically?
ReplyDeleteHow to be diverse and inclusive without being diverse and inclusive 😂😂😂 what a joke
ReplyDeleteAI technology will soon replace all actors and models even actors in Hollywood will no longer be needed to make movies. So basically Levi’s is replacing all the minorities needed to model their clothing and then telling us they promote diversity? Let that sink in for a moment.
ReplyDeleteBS Levi's! Your just getting cheap. Between this and the AI created political propaganda BS, including photos of Trump running down a street during January 6th, make me sick! Its just more greed, more taking away from peoples lives and livelihoods, and giving the world another tool to warp and manipulate it.
ReplyDeleteRemind me to not by Levi
ReplyDeleteIncrease what?
ReplyDeleteAll industries will be touched by AI.
ReplyDeleteNice another job lost
ReplyDeleteHow many jeans does AI buy, what a joke
ReplyDeleteReal models can now go back to onlyfans and strip clubs
ReplyDeleteWe hire the white ones and color in the brown ones. Got it.
ReplyDeleteHa thats cost effective Wokism at its best.. them/there good ideas
ReplyDeleteen cantos los y las modelos.
ReplyDeletedisappointing
ReplyDeleteI just remember some “ protests?” That were too strong or just wrong… being “ supported @ by LEVI… who paid employees wages while they were in the streets ….mercenaries … that’s when I quit the brand.
ReplyDeleteHow is an AI a claim of diversity 🤔.
ReplyDeleteThats like a slap in the face of the diversity world
Blah blah blah
ReplyDeleteOh no. These models will have to figure out how to actually do something besides get dressed and let people take pictures of them.
ReplyDelete