Levi Strauss & Co is making a major investment in AI by developing a new agentic platform aimed at boosting business insight and efficiency, and, ultimately, serving customers better “across every channel, every day”.
Being developed in partnership with Microsoft, the integrated AI orchestration platform will be built around a single “super agent” to simplify and automate task-driven work throughout the organisation.
Developed for Levi’s estimated 17,000 staff, the super agent is built on an agentic framework embedded within Microsoft Teams and powered by Azure.
It integrates several AI powered sub-agents deployed across tech, HR, marketing, operations and more and will act as an “intelligent” intermediary. This will see it draw on the strengths of each specialised agent with the aim of delivering better support, insights and automation throughout the business, making complex and repetitive work more efficient and accessible.
The platform will go live in early 2026, and be rolled out to global offices throughout the year.
The move follows the appointment of Jason Gowans as Levi’s first chief digital officer back in 2023, designed to bring together the brand’s engineering, data, AI and digital product management and drive ecommerce and digital strategy.
At the time, the clothing and retail giant said Gowans’ appointment was key to managing its primary growth drivers, including direct to consumer revenue from productivity, service, loyalty and ecommerce acceleration, and plans to put digital and data at the heart of the business.
Commenting on the new platform, Gowans said: “AI allows us to rethink how we work and reimagine how we engage with our fans. From personalised experiences to automated workflows, we’re embedding AI throughout the organisation to create a more responsive, efficient business. We’re building a foundation that will help us innovate faster and shape the next chapter of retail in an AI driven world.”
Levi’s president and chief executive Michelle Gas added: “AI represents a tremendous opportunity for us and is a key unlock as we rewire how we work, from our stores to our corporate offices.
“As we roll-out these tools in 2026, our teams will gain faster access to information and insights that help them work more efficiently and ultimately serve our fans better across every channel, every day. The new capabilities we are developing, along with the partnerships we’ve established, will accelerate our journey to become a $10bn retailer and set new benchmarks for best-in-class agility, operational excellence and innovation in global retail.”
Microsoft chief business offer and president of worldwide sales and solutions Nick Parker insisted that expanding the impact of AI to different roles and building custom agentic solutions are core to being a frontier firm.
He continued: “We’re proud to work with Levi’s as they integrate AI across their business in ways that elevate both the consumer and employee experience. Their commitment to purposeful innovation is redefining retail excellence.”
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