Levi Strauss tries on AI

Jeans giant Levi Strauss is planning to use new AI models on its ecommerce platforms to increase the diversity of models that shoppers see

They will appear alongside its human models to add a greater mix of sizes and body types, ages and skin colours.

Levi’s partner on the project is LaLaLand.ai, a digital studio that creates customised AI-generated models.

Amy Gershkoff Bolles, Levi’s global head of digital and emerging technology strategy, made the announcement at The Business of Fashion Professional Summit on Technology on Wednesday 22 in New York.