Artifice Of Intelligence

Can generative AI help deliver on fashion's inclusivity promise?

- NIDA NAEEM

With great power comes great responsibility, and it turns out that AI is far from responsible when current use cases are scrutinised.

In the face of growing applications of popular generative AI tools such as ChatGPT and Midjourney, fashion finds itself presented with unique challenges. The visual-heavy nature of the industry means that the creator and the subject of photographs are exposed to job insecurity at the hands of this emerging technology.

Earlier in March, Levi's Strauss & Co. announced that they will be partnering with Lalaland.ai, a digital fashion studio, to test out custom Al-generated models as a way of diversifying their online consumer experience. The implied possibilities are endless shoppers can find their body size and shape, skin colour and hairstyle represented by these AI-generated models, helping them better understand what a particular product will look like on them. On the surface, this seems like a good thing. But Levi's came under fire as many pointed out that they could instead just hire real human models spanning a wider range of body types and skin tones. Responding to the backlash, the company later clarified that they only intend to use AI models to "supplement" human models, and that they do not plan on scaling back on live photo shoots.

Instances like these raise larger questions about the role AI has to play in the burning agenda of diversity that fashion brands today are forced to confront. Will AI genuinely aid in furthering body inclusivity, or will it be yet another ploy to cover arses and tick boxes without benefitting the actual people who have forever been on the margins of fashion?

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