SAN FRANCISCO — Levi Strauss & Co. Chief Executive Michelle Gass said artificial intelligence is becoming a key driver of employee productivity across the apparel company, describing the technology as an enabler of faster decision-making and business growth rather than a replacement for its workforce.
Speaking about the company's technology strategy, Gass said Levi Strauss is integrating AI into operations as it continues its transformation toward a direct-to-consumer business model, with the retailer focusing on using AI tools to augment employees' work across design, merchandising, finance, human resources and other functions.
The company's leadership has said AI is helping employees complete routine tasks more efficiently, allowing staff to spend more time on higher-value work requiring judgment and creativity. Executives have emphasized that AI adoption is intended to simplify workflows, improve collaboration and accelerate access to business insights across the organization.
Levi Strauss has expanded its AI initiatives over the past year through deployments of Microsoft 365 Copilot, internally developed AI agents and conversational analytics tools built on cloud platforms. According to the company, those systems allow employees to retrieve information, automate administrative processes and analyze data using natural-language queries.
Jason Gowans, the company's chief digital and technology officer, has described AI as central to Levi Strauss' long-term strategy, saying the retailer aims to embed AI into everyday work while supporting its growth ambitions. Company executives have also said the technology is intended to enhance employee creativity and productivity as consumer expectations and retail operations become increasingly data-driven.
Levi Strauss has invested in modernizing its technology infrastructure to support those efforts, including consolidating enterprise systems, standardizing business processes and deploying AI-powered tools across multiple functions. The company has said those investments are designed to provide a secure and scalable foundation for broader AI adoption.
The comments come as companies across industries continue to evaluate how generative AI can improve productivity while reshaping workplace processes. Corporate leaders have generally described AI as a tool that can augment employees' capabilities, although many have acknowledged that its long-term effects on employment and organizational structures remain uncertain.
Levi Strauss reported stronger-than-expected fiscal second-quarter 2026 results earlier this month and raised its full-year outlook, citing broad-based growth across markets, channels and product categories. Management said continued investment in technology, data capabilities and AI forms part of the company's strategy to sustain growth and improve operational efficiency.
