Levi's says it plans to use AI models for the right reasons

It seems that barely a day goes by without more news on the advances of AI into just about every creative field. We have new AI models for image generation and video generation emerging on a weekly basis, but it seems we'll soon be seeing AI models of a different kind – fashion models rather than machine learning algorithms.

Levi's has just announced that it will begin to 'supplement' its use of real humans with hyper-realistic AI-generated models as soon as next year. Yes, soon models won't just look unrealistically perfect; they won't be real people at all (which means big changes for print adverts). But Levi's says its aim is the opposite of what you might think.

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.