Gerados por IA: modelos virtuais e suas implicações de uso na moda

The popularization of the use of artificial intelligence processes and systems has significantly grown among fashion companies and brands. In this context, this study examines the recent phenomenon of virtual models generated by artificial intelligence, exploring their definitions, ethical implications, and their current presence in the e-commerce of brands. For this, academic discussions, trend reports, and market data are reviewed in conjunction with a case study of the partnership between Levi Strauss & Co. and the Lalaland studio. Results indicate opportunities in the use of virtual models – such as a possible promotion of sustainability and resource optimization for fashion brands – and significant challenges, including issues related to algorithmic biases and diversity and inclusion in model representation.