Levi Strauss & Co. tested AI-generated virtual fashion model images through a partnership with Lalaland.ai, announced in March 2023, to supplement human model photography on its e-commerce site and app with a wider range of body types, ages, skin tones, and sizes.

Levi's partnered with Amsterdam-based AI startup Lalaland.ai, which uses AI to generate hyper-realistic human avatars representing diverse body types. The company stated the AI-generated models would supplement, not replace, live photoshoots, and that it was 'on track to experiment with' the technology later in 2023. Following the announcement, critics on social media and in the press questioned whether the initiative would reduce work for professional models and whether it was a genuine approach to representation. Levi's issued a clarification on March 28, 2023, stating the pilot 'should not have been portrayed' as a diversity strategy and that it would not scale back live photoshoots or model bookings. No subsequent public sources confirm the pilot was ever deployed on the live website, and no current sources confirm active use of Lalaland.ai imagery on Levi's platforms.