Levi's Expands AI Tool Born From Hackathon to 70+ U.S. Stores
Levi Strauss & Co. has expanded STITCH, an AI assistant for store employees, to more than 70 U.S. locations after launching a pilot in late 2025. The tool, built with Google Cloud's Gemini large language models, lets retail staff answer customer questions and access product information through tablets or smartphones.
An employee pitched the concept during an internal hackathon. The idea was straightforward: combine product details, operational guidelines, and training materials into a single AI-powered system so store associates could work more efficiently.
What the tool does
STITCH answers natural-language questions about Levi's products and procedures. Store associates use it to explain differences between denim styles like the 501 and 505, process returns without receipts, or complete online orders fulfilled in-store.
Stores using STITCH reported an eight-point improvement in customer satisfaction scores compared with locations without the technology, according to Levi's.
Jason Gowans, Levi's Chief Digital and Technology Officer, told Fortune that stylists "do seem to be showing up as more knowledgeable and more confident" when using the tool.
Broader AI adoption at Levi's
STITCH is one part of a wider AI strategy. Levi's uses AI for product design, demand forecasting, and pricing optimization. The company has also deployed Microsoft Copilot internally, and employees have built more than 800 AI agents for different business functions.
Levi's is not mandating AI adoption from the top down. Instead, the company trains employees and tests tools in-house before scaling. Gowans said the STITCH pilot demonstrates how the company partners with technology providers like Google Cloud to validate ideas before broader rollout.
The company plans to expand STITCH to additional stores, add features, and support languages beyond English.
Related: AI for Customer Support and AI for Product Development
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