"Working closely with Google Cloud and leveraging Gemini's large language models, Levi's Chief Digital and Technology Officer Jason Gowans moved quickly to run a limited pilot in just 10 stores in late 2025, allowing employees to ask various questions in natural language, including the difference between 501 and 505 jeans, how to process returns without a receipt, and explaining how to complete an online order that's been fulfilled in the store."
"Levi's reports that stores where employees have access to STITCH saw an eight-point improvement in consumer satisfaction versus locations that do not have the technology. 'That gives us some intuition that there's real value here, and the stylists do seem to be showing up as more knowledgeable and more confident,' says Gowans."
"In his role as Levi's first-ever C-suite digital officer, Gowans is responsible for both for the underlying technology that supports the internal enterprise and the direct-to-consumer channels that include levi.com, the apparel brand's mobile app, and a fleet of approximately 3,300 Levi's branded stores and shop-in-shops."
Levi Strauss & Co. developed STITCH, an AI-powered assistant that combines product details, operational procedures, and training materials to support store associates. Built with Google Cloud's Gemini large language models, the tool was piloted in 10 stores in late 2025 before expanding to over 70 U.S. locations. Employees access STITCH via tablet or smartphone to answer customer questions about product differences, return policies, and order fulfillment. The technology demonstrated measurable impact, with stores using STITCH showing an eight-point improvement in consumer satisfaction. Chief Digital and Technology Officer Jason Gowans plans further expansion, additional features, and multilingual support. The initiative aligns with CEO Michelle Gass's strategy to grow the direct-to-consumer business, which generates higher margins than wholesale channels.
#generative-ai-implementation #retail-technology #employee-enablement #customer-experience #direct-to-consumer-strategy
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