The Rise of AI Models

Photo: Balmain via: Harper's Bazaar

With the rise of technology within the fashion industry, there has been an increased use of AI in every aspect of the industry. AI stands for Artificial Intelligence and in the modeling industry, it is when brands use a digital copy of a human and these renderings are used in both campaigns and editorials. AI models and avatars are usually customizable per brand, depending on what theme or feeling the editorial is trying to convey. 

Photo: Lalaland.ai via Vogue Business

Many consumers and current models are worried about the use of AI models and believe that the use of AI models will replace real models. This is a valid concern. Brands say that they have been using these digital models as a way for brands to increase their marketing edge by being more diverse with races, skin tones, sizes, ages, etc. Additionally, they believe that it also allows brands to be more creative with their marketing ventures and offer a more personalized shopping experience.  

Levi’s AI Ad Campaign Photo: Levi Strauss & Co. via: The Verge

Last month, Levi’s released a campaign with an AI model in partnership with digital company LaLaLand.ai. This campaign received a lot of backlash and press because many consumers did not like the idea of an AI model in a major fashion campaign. “When we say supplement, we mean the AI-generated models can be used in conjunction with human models to potentially expand the number of models per product. We are excited about a world where consumers can see more models on our site, potentially reflecting any combination of body type, age, size, race and ethnicity, enabling us to create a more personal and inclusive shopping experience,” a Levi’s spokesperson said. “The models Levi’s hires are already diverse and this will continue to be a priority for us. Over the past year, we’ve been focused on ensuring that those working on the content both in front and behind the camera are reflective of our broad consumer base.”

AI Fashion Week Photo: JnGospel Ebere via Vogue

With the fashion industry embracing AI completely, the use of it is growing for brands. AI can be good for brands to use. However, the concerns surrounding it are justified, specifically, the concerns that models have about AI models replacing them completely. It is already hard for models to find jobs within the industry and a lot of big brands hire the same models so it is even harder for up and coming ones to get jobs. The use of AI could make this unfair treatment in the industry even worse. Additionally, AI models are beginning to be more realistic looking so it is hard for people to know the difference between them and real models. Technology can be unpredictable and it is hard to see whether AI models will be a mainstay within the industry.