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.
