Chief Digital & Technology Officer Jason Gowans reveals change is in the jeans at Levi’s

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There’s a gold rush on as firms jostle for GPUs and hope that AI will create a glittering boom for their bottom line. AI has already put a shine on processes and customer service for a firm that heralds from the original San Francisco gold rush: jeans and apparel maker Levi’s.

Jason Gowans, Chief Digital & Technology Officer of Levi Strauss & Co, met diginomica at the firm's stylish Soho London base, where rock bands and celebrities are regulars, to discuss online retail, data, ERP, AI and, of course, jeans.

The Soho hub is relaxed and immersed in Levi’s history and the popular culture the clothing maker is closely associated with. We interview in relaxed chairs surrounded by guitars, album covers, art and fashion. It is so very London, so very Soho, so very Levi’s. The location is convenient for Gowans, but as the conversation progresses, it reveals itself to...

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