Lately, American denim brand Levi’s has announced its plan to begin testing artificial intelligence (AI)-generated fashion models in a bid to provide its customers with a more diversified and personalized shopping experience. With a few clicks, in 10 seconds or thereabouts, each customer will be able to see how a particular fashion item would look like on a model customized to match his or her own age, body type and skin tone. 

While clothing brands have applauded these virtual models for their capacity for faster and cheaper production of images, customers have remained skeptical over whether these avatars will present a realistic rendering of their actual body shapes. Some also worry that these models will completely replace human models and lead to massive waves of unemployment in the fashion industry. 

At least at this stage, this much-feared substitution is not occurring. On top of their rigid expressions and postures that always lack that spark of humanity, these AI-generated models, which are based on real humans, may entail legal risks.

Instead of panicking over an AI takeover that may never occur, regulatory authorities should direct their attention toward the creation of a set of protocols that will ensure the safe deployment of the technology. Meanwhile, fashion brands should always keep customers informed whenever an AI-generated model is used.