But what are the right reasons?
. And now Levi Strauss & Co has become one of the first major fashion brands to publicly announce plans to use AI models. But while the cynics among us might take this to be a move designed to save money and to show its clothes on bodies that are even more unrealistically perfect than those of heavily retouched models, the company insists that isn't the case.
The AI models will only 'supplement' Levi's use of real models, and the objective is all about making the shopping experience more 'personal' and 'inclusive'. Levi's says it will use AI models representing every body type, age, size, and skin tone to allow customers to see how its products look on models that look more like themselves.
While the intention sounds like something that should be welcomed, the controversy around AI generation can make using it a risky move for many brands. We've already seen
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