Levi’s to Offer a Tailored Customer Experience Through AI

Levi Strauss & Co. (Levi’s) allied with Lalaland.ai to build customized AI-generated models. With this strategy, Levi’s will offer an inclusive shopping experience as customers will be able to see the products on models that look like them. By investing in emerging technologies, the brand aims to be at the forefront of innovation.

“We see fashion and technology as both an art and a science and we are 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,” says Amy Gershkoff, Global Head of Digital and Emerging Technology Strategy, Levi Strauss & Co.

Currently, there is only one model shown for each product on Levi’s website. However, the company recognizes that customers want to see models who resemble them so it aims to diversify its models and feature a wide range of sizes, body types, ages and skin colors. By supplementing human models with AI-generated ones, Levi's hopes to unlock new possibilities for its customers, allowing them to see its products on models that better reflect its diverse customer base. “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,” adds Gershkoff. 

The alliance with Lalaland.ai was driven by a desire to increase representation in the fashion industry. The company aims to establish an inclusive, sustainable and diverse design chain and to encourage other creators to do the same.

The fashion industry is leveraging the benefits that the multiple types of AI bring to the sector. AI can support the industry to reduce its environmental impact. For example, AI generated models help to reduce the environmental footprint as a large percentage of the supply chain can take place in a computer. Other types of AI can also support brands to reduce customer service wait times as some services provide a generative AI "representative" to manage customer service inquiries via different channels, as reported by McKinsey. 

AI is not only being used to elevate the customer experience offered online, but also to improve the experience in the physical ones. For example, in Mexico, SXY JNS recently announced that AI and data will be integrated on its upcoming pop-up stores. Although the spotlight is on e-commerce, traditional stores continue to be relevant. “We can use physical stores as a communication and educational tool,” said Kelly Kroger, CEO, C&A México, at MBF 2022 ECHO. 

The use of this technology in this sector continues to increase; the global AI in fashion market size is expected to grow from US$228 million in 2019 to US$1.26 billion by 2024, as reported by Markets and Markets.