Aligning Company Action with Core Values

Levi Strauss & Co.'s partnership with Lalaland.ai in March 2023 to use AI for creating diverse models sparked significant backlash and viral attention, critiquing the move as a step away from genuine diversity and inclusivity. This reaction from the internet and coverage by major news outlets highlighted the communications challenges and potential risks to LS&Co's reputation, sales and investments.

In a world where AI is being integrated into every part of our lives, it is no surprise that LS&Co would want to implement it as a part of its strategy and position themselves at the forefront of technological innovation in the fashion industry. But leveraging AI to create diverse models doesn’t demonstrate the same commitment to diversity, equity and inclusion as the company might have thought. In their subsequent response, Levi’s acknowledged the program's misrepresentation and affirmed their commitment to real models and live photoshoots.

The Levi Strauss & Co. incident underscores for companies and communications professionals the critical balance between embracing innovation and respecting societal values, emphasizing that successful strategies should harmonize technological advancements with a deep commitment to inclusivity and genuine representation. Decision-makers should never stray away from aligning their company’s core values with their actions.