Levi’s says using AI models over real people helps create an inclusive shopping experience, but many social-media posters aren't buying it.
Is Levi Strauss & Co.’s use of artificial intelligence to expand the diversity of its denim-model roster by using hyper-realistic fakes smart marketing?
Not if you gauge the pushback the new effort is receiving on social media and in traditional fashion and advertising publications. Responses target the “artificial” nature of the partnership between the clothing company and a digital fashion studio, rather than the “intelligence” the company was aiming for in creating models with a variety of faces and body types.
Digital Blackface refers to “the online practice of pretending to be Black by using the profile photos of Black people, historical Black figures, cartoon images depicting Black characters, and emojis using Brown/Black skin tones,” as well as the co-opting of African American Vernacular English, according to the National Black Cultural Information Trust, an initiative launched in 2020 to fight online disinformation targeting Black communities.
The spokesperson said the upside of AI would allow potential customers to see the clothes represented by wearers who look more like them, and in real time, including as soon as a product is released and without waiting for a formal campaign.
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