Fashion retailer Levi’s has announced it will trial the use of AI-generated models in a bid to “increase diversity of models that shoppers see”.

Levi’s said in a statement that the trial of AI-generated models will “supplement” the use of human models, rather than replace them, as it plans to create a “more personal and inclusive shopping experience” for customers.

The retailer announced the news at The Business of Fashion Professional Summit earlier this week and said the trial will begin on its ecommerce channels later this year.

Levi’s has partnered with technology startup LalaLand on the trial to create the customised models, which will “add a greater mix of sizes and body types, ages and skin colours”.

Levi’s global head of digital and emerging technology strategy Amy Gershkoff Bolles told The Business of Fashion that research shows customers are more likely to buy products when they see them on a diverse range of models.

Gershkoff Bolles added: “We see fashion and technology as both an art and a science, and we’re thrilled to be partnering with LaLaLand, a company with such high-quality technology that can help us continue on our journey for a more diverse and inclusive customer experience.

“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.”

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