Levi shared in a statement that they’re hoping these models will “supplement human models, increasing the number and diversity of our models for our products in a sustainable way.”

Right now, the majority of Levi’s products advertised on the app or website can only be viewed on a single model, The Verge reports.

Working with Lalaland.ai, who claims to generate “hyper-realistic” models of different body types, ages, and skin tones, will let buyers see what an article of clothing would like on different models.

According to Lalaland.ai’s website, this partnership isn’t the first time they’ve collaborated with a fashion brand— the studio’s worked with Calvin Klein and Tommy Hilfiger as well.

Utilizing AI technology to improve diversity may sound like a creative solution to a longstanding problem, but Levi’s decision opens up a lot of questions about how this will actually help consumers. The brand has yet to share which platforms the AI models will be available on, and it’s unclear whether buyers will get to customized their AI model.

 

Plus, it’s worrisome how this will affect human models. Levi has already laid off hundreds of employees— close to 15% of their workforce— to cut back costs. Could this new venture see more layoffs, specifically of human models?

The brand did share that they don’t intend on this technology replacing human models, and they’re urging folks to see this as an extra tool to engage consumers.

“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,” Dr. Amy Gershkoff Bolles, an executive at Levi that focuses on new technology, said in a press release.

 

They also added that working with Lalaland.ai won’t be their only effort to improve diversity. They’re also working with content creators who are “reflective of [their] broad consumer base” in front of camera and behind the scenes to keep themselves accountable.