The retailer has now said AI should not be a 'substitute for the real action' on improving diversity and inclusion.
could help achieve these goals. But, the environmental impact of switching to some AI models for photoshoots is still unknown.“As someone who makes a living shooting e-commerce, my first thought was panic. Am I shortly out of a job?” worrieshe “did not foresee ‘sustainable’ as the reason. I assumed it would be deemed cheaper,” but conceding “the writing has been on the wall for some time that this was coming.
But even those running smaller fashion companies aren’t totally convinced. “I understand the benefits of AI technology for tasks such as virtual try-ons, personalized recommendations, and product design.
Bernholtz says she is excited about the continuing integration of technology within fashion, and believes it can be a powerful tool when combined with sustainable practices to increase efficiency, reduce material waste, and minimize the necessity of physical samples.
In Levi’s clarification, the company stated it has no plan to scale back its live photoshoots or the employment of live models, while arguing the Lalaland.ai partnership “may deliver some business efficiencies” for consumers. There is no indication its AI rollout has changed, with plans to begin tests later this year.
“For now, what we do know is that AI models will never replace our human models, only supplement them where useful,” writes Levi’s in its addendum, adding that, “As with any test, we’ll be paying close attention to the consumer experience and actively listening to consumer feedback.
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