Levi Strauss & Co. is collaborating with Amsterdam-based digital model studio Lalaland.ai to introduce computer-generated fashion models to “supplement human models.” Lalaland.ai aims to create “inclusive, sustainable, and diverse design chains” for the fashion industry, through “hyper-realistic” models of different body types, shapes, sizes, ages and skin tones. The partnership with Levi’s is perceived as part of the company’s “digital transformation journey” towards diversity, equity, inclusion and sustainability. However, some experts see it as a harbinger of automation taking over the industry. Levy’s restructuring plan to cut costs, resulting in the reduction of 800 jobs or almost 20% of its corporate workforce, may have contributed to the decision to employ computer-generated models. Although the company claims AI-generated models will not fully replace human ones, it is likely that the trend towards automation will continue.