I Make AI Models to Sell Real People Clothes

Last spring, the clothing brand Levi Strauss & Co. announced plans to introduce “customized AI-generated models” into its online shopping platforms. These “body-inclusive avatars” would come in a range of sizes, ages, and skin tones and would help Levi’s create a more “diverse” lineup in a way the company considered “sustainable.” A lot of people were appalled.

sat down with him to find out how you get an algorithm to smile just right—and not sprout extra fingers. We start by making 3D models of a body. On top of that, we use generative AI to create identities that clients want to showcase, with different ethnicities, hair colors, and looks. You can add freckles, slightly alter smiles, and add nail polish—all the finishing touches on a model. With AI, I’m the photographer, the hair stylist, and the makeup artist all in one.

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