While hosting a hackathon last year, an employee at Levi Strauss & Co. presented a new generative artificial intelligence concept that envisioned stitching together product details about denim, operational procedures, and training materials to make work easier for store associates.
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.
Called “STITCH,” the AI assistant can be accessed through a tablet or smartphone and has had such a strong start that Levi’s has rolled it out to more than 70 U.S. Levi’s stores. Gowans intends to bring STITCH to even more locations, add more features, and make it available in additional languages beyond English. 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.
