Levi Strauss & Co. has embraced AI-powered technology from Microsoft as the denim retailer continues its efforts toward becoming a DTC-first brand. The latest solution is a new Azure-native orchestrator element embedded within Microsoft Teams, designed both to streamline operations and empower employees across not just corporate but retail and warehouse environments as well.
The orchestrator agent provides a portal where employees can ask questions, which can then be answered by any of several behind-the-scenes agents, all filtered through one conversational “superagent.” This superagent will oversee an integrated, interconnected group of subagents; some already have been deployed, while some are still in development.
“We’re rewiring Levi Strauss & Co. to be a DTC-first, fan-obsessed retailer making every interaction faster, smarter and more personal,” said Jason Gowans, Chief Digital and Technology Officer at Levi Strauss & Co. in a statement. “AI sits at the center of that pivot — fueling innovation, elevating employee creativity, unlocking productivity and helping us deliver the connected, memorable experiences that keep our fans returning again and again.”
Other key Microsoft technologies that Levi’s is using as part of its digital transformation efforts are Microsoft 365 Copilot, Copilot Studio, Azure AI Foundry and agentic AI orchestration.
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Levi’s first announced its pivot to becoming a DTC-first brand in June 2022 and provided a progress report in July 2024, including improvements to the customer-facing ecommerce experience such as faster page load times, a new third-party search solution, revamped site navigation and enhanced fit information.
Following a strong Q3 2025, Levi’s CEO Michelle Gass said last month that the retailer could double its current U.S. store count of 458 locations, though she didn’t provide a specific timeline for this growth.
