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Levi Strauss & Co. Combines AI and Human Models

March 26, 2023 | By Kali Girl

According to PC Mag, Levi Strauss & Co. is taking a new direction with their ad campaigns by introducing AI fashion models. While denim ads have traditionally relied on well-known personalities or up-and-coming models, Levi’s is shaking things up with hyper-realistic models created by Amsterdam-based

With the intent to represent all body types, the models are designed to portray various ages, sizes, and skin tones, making the shopping experience more personalized and inclusive.

According to Dr. Amy Gershkoff Bolles, global head of digital and emerging technology strategy, “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.”

With the power of AI, the brand hopes to provide its customers with a more personalized and inclusive shopping experience by showcasing its products on models who look like them.

However, this bold move has raised questions about the future of human models who were once employed by the company. Levi has not responded to requests for comment.

This comes after the company recently made the decision to cut 800 jobs, representing nearly 20% of its workforce in non-manufacturing and non-retail sectors. This announcement follows a similar move from the company last year, where it laid off 700 employees as part of a cost-cutting initiative to save $100 million.

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