Levi's to Use AI-Generated Models in the Name of Inclusivity and Diversity
Will we ever be able to trust what we see through our screens again?
I was talking to a friend the other day about John Fetterman. Have you guys seen the lookalike they’re trying to pass off as the Senator that Pennsylvanians elected into office as opposed to someone with a working brain?
My friend hadn’t heard about Fetterman’s disappearance or the emergence of this laughable duplicate. But she had heard about what Levi’s is planning to do with AI models.
Here’s the basic gist of what’s going on:
Levi’s has announced a partnership with Lalaland.ai.
They claim that this is a more sustainable way to increase the number and diversity of their models. So rather than, say, go out and hire real women and men of different ethnicities, body types, sexualities, and whatever other “identity” they want to prop up, they’re going to have AI generate all the diversity they could ever dream of.
Dr. Amy Gershkoff Bolles, the global head of digital and emerging technology strategy at Levi’s, says:
“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. 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.”
Let’s be honest. This isn’t about leveraging technology to improve brand sustainability or model diversity. This is about saving money and time so they can churn out more virtue signaling content.
You know what happens when you cut corners in business and marketing? You lose the respect and trust of your customer base. I just don’t think it’s going to happen the way it usually does. I also think it’s going to have a significant impact on our world going forward.
Typically when companies cut corners, quality of product or service degrades and customers flee. I don’t suspect much of a degradation of quality because of AI. However, I do think that as more and more brands are open about using AI models, it’s going to cause some consumers to start questioning what is real.
Think about it:
The rise of ChatGPT got the general public used to the idea of using AI in writing this past year. Now big brands like Levi’s are openly talking about outsourcing modeling to AI.
What’s next?
Will newscasters and talk show hosts be replaced by AI versions of themselves when they’re out sick with the dreaded COVID? Or be replaced altogether?
Will movies be made entirely with AI casts? If you haven’t seen The Congress before, check it out. It essentially describes what will happen when celebrities sell their likenesses to technology companies.
And what about politicians? If, say, someone kicks the bucket or suffers a major medical event while in office, can an AI counterpart take their place?
How can we ever know what is real?
For the vast majority of us, we interact with brands, watch movies and TV, and view politicians’ speeches through our screens. If a brand like Levi’s can create AI models that look just like their human models, why wouldn’t others take advantage of such technology?
It’s much cheaper than paying for human talent. Machines are much easier to control than a human with their messy emotions and free will. And it gives them the means to create that perfectly diverse and inclusive world they desire — at least superficially.
Final Thoughts
AI might seem innocuous right now. But this is going too far. We are now “supplementing” humans with AI.
So what do we do?
First, stop contributing any money to any brand, production, or party that openly uses AI in place of humans.
Second, start decreasing the amount of time you spend online if you haven’t already. The more time you spend looking at a screen, the more you become disconnected from other people.
Lastly, tell other people about what’s going on. Even if you bring it up in a nonchalant-type manner, like “Levi’s is using AI models… isn’t it crazy?”. Do it.
Sadly, I feel like most people won’t care unless AIs come for their jobs. They’ll find a way to rationalize it. “We’re in a recession. Any kind of cost savings helps right now.” But planting the seeds of doubt in them is better than nothing, I guess.