The star of Levi’s new campaign looks like any other model. Her tousled hair hangs over her shoulders as she gazes into the camera with that far-off high-fashion stare. But look closer, and something starts to seem a little off. The shadow between her chin and neck looks muddled, like a bad attempt at using FaceTune’s eraser effect to hide a double chin. Her French-manicured fingernails appear scrubbed clean and uniform in a creepy real doll kind of way.
The model is AI-generated, a digital rendering of a human being that will start appearing on Levi’s e-commerce website later this year. The brand teamed with LaLaLand.ai, a digital studio that makes customized AI models for companies like Calvin Klein and Tommy Hilfiger, to dream up this avatar.