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Iconic denim brand Levi Strauss is doubling down on artificial intelligence to supercharge its direct-to-consumer (DTC) operations. The company is utilizing Microsoft’s AI and cloud infrastructure to refine customer interactions and boost internal efficiency. At the heart of this strategy is an Azure-based “orchestrator agent” deployed within Microsoft Teams, acting as a central communication hub for employees. This AI-powered “superagent” intelligently directs employee inquiries to specialized sub-agents, streamlining workflows and reducing response times. Levi’s is also leveraging GitHub Copilot to optimize quality assurance and release processes, and equipping its workforce with the latest Microsoft Surface Copilot+ PCs. By constructing its AI foundation on a consolidated Microsoft Azure cloud environment, Levi Strauss aims to ensure robust security across its operations. This comprehensive integration highlights the potential of AI and cloud migration to drive strategic business transformations, specifically facilitating the evolution of a powerful DTC model.