What’s one thing that best-in-class shopping experiences have in common? Shoppers never hear “I don’t know” when they ask a question.
That’s the thinking behind STITCH, a new AI super assistant designed by stores for stores to help get LS&Co. employees answers all their questions — all in the palm of their hand.
“We’ve been implementing AI in our business for years as part of our digital transformation, and we’ve always understood that it’s about more than the technologies,” said Jason Gowans, chief digital officer. “It’s about developing new skillsets and creating digital champions throughout the company who would rethink their own work and would be inspired to create net-new solutions that have big impact.”
One of those digital champions is Michael Buchanan, who has been at Levi’s® for nearly 20 years and spent much of his time working directly in our stores. Michael graduated from our Machine Learning Bootcamp, an in-house program designed to democratize data science skills and empower employees across functions. After completing the bootcamp, he was offered a new position on the Data and Analytics team and has been helping bridge the gap between stores and technology needs.
Michael came up with STITCH during an internal hackathon to do just that.
“Our retail stores are fast-paced, complex spaces, and we’re always looking for ways to make it easier for employees to manage whatever comes their way,” said Michael. “It’s about making sure our fans have the best possible experience and that they get exactly what they’re looking for. If we’re approached with a question, we never want to say, ‘I don’t know.’ It’s this mindset which sparked the idea that we needed a new solution, not only to help our consumers but also to strengthen our teams.”
Removing the “I Don’t Know”
To make sure that a stylist never says “I don’t know” when a shopper asks a question, STITCH leverages a robust database of operational documents, training materials and Levi’s® product information — everything from how to process returns and sign fans up for our Red Tab Loyalty program, to how our fits compare and why selvedge denim is different. Previously, store stylists had to search hundreds of documents across various applications and different sources to find the information they needed. Now it’s at their fingertips. Even more, the application gets smarter with time, becoming more tailored to each user as it learns.
The result? Now, regardless of whether you started that day or have been in the store for years, our stylists are able to answer any question about Levi’s® confidently with STITCH in their hands. From “How do you sign up for our Red Tab Loyalty Program” to “What are the benefits of selvedge denim,” STITCH can deliver answers within seconds.
This frees our store teams to do what they do best: build relationships with fans and help them have the best experience possible. Instead of memorizing hundreds of product specifications, they can focus on understanding what each shopper needs and creating personalized experiences that keep them coming back.
Working with Google Cloud, the team turned STITCH from a hackathon idea to a functioning app and began piloting it across 10 stores. The feedback was overwhelmingly positive, and the need was clear.
“Since we first tested STITCH, I immediately saw the benefits,” said Angel Mendoza, store manager in Los Angeles. “Training takes time, and having instant access to accurate information means my team can confidently help shoppers even on their first day. It has streamlined onboarding and reduced the stress of learning on the job, which is especially important as we head into the holiday season. Whether someone’s new or a seasoned associate, STITCH is like a reliable teammate — ready to provide answers and support in real time.”
STITCH is now being rolled out to 50 additional U.S. stores. In the coming months, STITCH will be integrated into a broader agentic framework so that it can be launched to all U.S. stores and, eventually, other global locations.
“STITCH is a prime example of how we’re turning our DTC-first strategy into reality: giving our stylists the confidence and expertise to better serve our fans with that perfect outfit,” said Jason.
