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Microsoft and Levi Strauss & Co. are teaming up to reshape retail through artificial intelligence and cloud computing, aiming to create more personalized shopping experiences and boost internal efficiency. The partnership highlights how the iconic denim company is using Microsoft’s tools to prioritize direct-to-consumer sales and keep customers coming back.
With nearly 175 years in the apparel industry, Levi Strauss & Co. is accelerating its shift toward a customer-focused model by integrating technologies like Microsoft 365 Copilot, Copilot Studio, Azure AI Foundry, and agentic AI systems. A standout initiative is an Azure-based orchestrator agent built into Microsoft Teams, which acts as a central hub for employees in offices, stores, and warehouses to get answers from various specialized AI agents via a single conversational interface.
“We’re transforming Levi Strauss & Co. into a direct-to-consumer leader that is obsessed with fans, making every touchpoint quicker, more intelligent, and tailored,” said Jason Gowans, the company’s chief digital and technology officer. “AI is the core of this change, sparking new ideas, enhancing staff creativity, improving efficiency, and crafting the seamless, unforgettable moments that build loyalty.”
This superagent coordinates a network of supporting AI agents, some already in use and others under development, as part of broader efforts to modernize operations. Levi’s is also rolling out Microsoft Surface Copilot+ PCs powered by Windows 11 to manage demanding tasks and unlock AI capabilities. Workers have noted faster performance, better stability, and easier data management, with the dedicated Copilot key cutting down on search time and allowing more focus on innovation. The company uses Microsoft Intune for seamless device setup and app distribution, while GitHub Copilot speeds up development in areas like monitoring, testing, and deployment.
Underpinning these advances is a move to Microsoft Azure for cloud migration, shifting applications from local servers with help from Azure Migrate and GitHub Copilot. This has streamlined Levi’s data centers into the cloud. Additionally, Azure AI Foundry and Semantic Kernel enable smart automations for security and policy management, supporting a zero-trust approach while expanding AI use worldwide.
“Levi Strauss & Co. shows how timeless brands can evolve using cloud and AI,” said Keith Mercier, Microsoft’s vice president for worldwide retail and consumer goods. “We’re excited to collaborate with Levi’s, embedding AI into daily workflows for teams and creating engaging interactions for customers.”
Levi Strauss & Co., a major player in global apparel and jeanswear, offers products under brands like Levi’s, Levi Strauss Signature, and Beyond Yoga in about 120 countries via retailers, online platforms, and around 3,200 stores. The company reported $6.4 billion in net revenues for 2024. More details are available at Levi Strauss & Co.’s website.
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