Levi Strauss & Co. works with some of the biggest names in tech to fine-tune how Levi’s is using AI for customer experience, operations and more.
These collaborations entered the spotlight during Levi’s Q4 earnings call in January, when Michelle Gass, the CEO, president and director at Levi Strauss, devoted part of her presentation to the topic.
“We are leveraging AI to make online shopping easier and more inspiring for our fans,” Gass explained.
Levi’s AI efforts include its recently launched Outfitting tool for visualizing personalized styles. However, they also extend to backend operations where the jeans and apparel brand is looking to Microsoft and Google to broaden its capabilities. Those ambitions echo other generative AI style and visualization tools used by companies such as Stitch Fix and Ralph Lauren, as well as Walmart’s “super agent” plans.
Moreover, they show where Levi’s leadership wants the company to go, looking forward.
Levi Strauss ranks No. 155 in the Top 2000. The database ranks North America’s largest online retailers by their annual ecommerce sales and more.
How Levi’s is using AI in its Outfitting feature
Levi’s announced one of its latest customer-facing AI creations in November 2025, detailing how its new Outfitting feature in the Levi’s mobile app would recommend style combinations and learn from customer choices as it evolves.
“This is what executing our strategy looks like: creating personalized, seamless shopping experiences that put fans at the center, inspiring them to go beyond jeans and embrace the full denim lifestyle,” said Priya Buening, head of ecommerce for Levi’s U.S., when it unveiled the feature. “From the products we create to how we run our stores and digital platforms, everything starts with our fans — one outfit at a time.”
The Outfitting feature was created by an internal team at Levi’s. The company noted that it leverages existing integrations with its inventory data, aggregated purchase history, browsing behavior and product imagery. It then uses that data to train Outfitting’s outfit generation model.
During the January earnings call, Gass foreshadowed that there would be more to come in 2026.
“This year, we’ll evolve Outfitting with even more consumer-centric customization, and we’ll launch a new consumer-facing AI stylist chatbot that enables personalized recommendations through conversations,” she said.
Building a ‘super agent’ platform with Microsoft
Also in November, Levi’s revealed that it was working on a “super agent” platform with Microsoft. The project eyes internal use cases for AI, which Gass said include automating “task-driven work throughout the organization, driving efficiency, productivity and enabling growth.”
“Built in partnership with Microsoft and as a frontier firm in the industry, we’re currently testing this technology and plan to roll it out to employees this year,” she told investors in January.
According to Gass, the platform will help Levi’s as it grows and improves its direct-to-consumer business.
“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,” she stated. “The new capabilities we are developing, along with the partnerships we’ve established, will accelerate our journey to become a $10 billion retailer and set new benchmarks for best-in-class agility, operational excellence and innovation in global retail.”
Google’s AI-powered business messages
In addition to Microsoft, Levi Strauss also works with Google Cloud. The multiyear partnership has enabled Levi’s to analyze data from 110 countries and 50,000 distribution points to stay on top of emerging trends. Also, it has provided the apparel retailer with technology that shapes how it communicates with customers.
For customers, Levi’s uses Google’s AI-powered Business Messages to communicate. In 2025, Google shared that Levi’s had seen a 30% increase in off-hours shoppers and exceeded 85% customer satisfaction scores after it began using Business Messages. What’s more, Levi’s saw 30 times more store-related questions than it had observed through Levi’s website chat.
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