Levi announce plans to supplement human models with digital ones
We can see a point int time where many human models will be made redundant by digital versions, but in the interim companies are using soft phrasing to cushion the blow.
Key takeaways
- Levi’s website and app currently show just one model wearing each product.
- With the integration of AI, customers will be able to see models of all skin tones, sizes and ages.
Cite or link to this article
Griffin, M. (2023) 'Levi announce plans to supplement human models with digital ones', 311 Institute, 22 March. Available at: https://www.311institute.com/levi-announce-plans-to-supplement-human-models-with-digital-ones/ (Accessed: 1 October 2026).
The rise of digital humans, and virtual influencers like Lil Miquela and others, who signed deals with fashion labels like Diesel and Prada a long time ago, has long been lauded as just a couple of reasons why the days of the professional human model might be numbered. And now, in another hammer blow to wanna be models everywhere Levi, the jeans and clothing company, has announced they’ve teamed up with an Artificial Intelligence (AI) company to generate virtual models that will wear its clothing. The company announced its partnership with “digital fashion studio” Lalaland.ai earlier this week.
“Later this year, we are planning tests of this technology using AI-generated models to supplement human models, increasing the number and diversity of our models for our products in a sustainable way,” the announcement read.
Make your own model
The Amsterdam-based Lalaland.ai was founded just a few years ago in 2019, according to the announcement, and apparently uses AI to create “hyper-realistic models of every body type, age, size and skin tone” for brands and retailers. The studio describes their virtual models as “body-inclusive” and geared towards cultivating more personal and sustainable shopping experiences.
Levi’s website and app currently show just one model wearing each product. With the integration of AI, customers will be able to see models of all skin tones, sizes and ages.
“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,” global head of digital and emerging technology strategy at Levi Dr. Amy Gershkoff Bolles said. “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.”
Levi’s has yet to reveal when it plans to roll out the AI models across its website and app or how consumers will be able to personalize the models to reflect their own features.
FAQ
Why does this matter?
We can see a point int time where many human models will be made redundant by digital versions, but in the interim companies are using soft phrasing to cushion the blow.
About the author
Matthew Griffin Founder, 311 Institute
Matthew Griffin is a multi-award winning Futurist and expert in Disruption and Innovation, Geopolitics, Leadership, and Technology, who NASA have described as a "walking encyclopaedia of the future" and a "futurist Polymath."
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Matthew Griffin is a multi-award winning Futurist and expert in Disruption and Innovation, Geopolitics, Leadership, and Technology, who NASA have described as a "walking encyclopaedia of the future" and a "futurist Polymath." 15-time best selling author of the "Codex of the Future" series, Matthew is the Founder and Futurist in Chief of the 311 Institute, a global Futures and Deep Futures advisory firm working with royal households, world leaders, G7, G20, and G77 governments, NGOs, and multi-national mid and mega cap firms to help them explore, shape, and lead the next 50 years of business and society.
An award-winning YouTube creator with over a million followers, with an unrivalled global reach and impact, Matthew is a highly sought-after international keynote speaker, lecturer, and mentor who collaborates with global leaders through the United Nations Alliance of Civilizations (UNAOC) and United Nations General Assembly (UNGA) to shape pivotal initiatives such as the UN’s AI for Humanity program, the United Nations Conference of the Parties (UN COP), and the World Economic Forum in Davos.
As the former Global Head of Cloud, National Security, and Enterprise Sales for companies including Atos, Dell-EMC, and IBM, Matthew has a proven track record of building multi-billion dollar business units and turning failing divisions into market leaders. His ability to identify, analyse, and communicate the implications of hundreds of emerging technologies and trends is unparalleled, and his insights are trusted by many of the world’s most respected organisations, including ABB, Accenture, Adidas, AON, ARM, BCG, Centrica, Citi, Coca-Cola, Dentons, Deloitte, Dow Jones, EY, Google, KPMG, Lego, Legal & General, LinkedIn, Microsoft, PepsiCo, Qualcomm, RWE, Samsung, Siemens AG and Siemens Energy, T-Mobile, UBS, VISA, Walmart, Workday, Worldpay and many others.
Regularly featured in the global media including the AP, BBC, Bloomberg, CNBC, Discovery, Forbes, Khaleej Times, Telegraph, TIME, ViacomCBS, WIRED, and the WSJ, Matthews mission is to help organisations create a fair and sustainable future whose benefits are shared by everyone irrespective of their ability, background, or circumstances.
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Source: first published by the 311 Institute on 22 March 2023. Cite as: Griffin, M. (2023). Levi announce plans to supplement human models with digital ones. 311 Institute. https://www.311institute.com/levi-announce-plans-to-supplement-human-models-with-digital-ones/
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