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Wall Street Journal Features Levi’s New AI Chatbot Leveraging True Fit

Wall Street Journal profiled Levi Strauss & Co.’s newest technological endeavor, the release of its “artificially intelligent Virtual Stylist, which converses with online shoppers to offer jean recommendations based on style preferences and fit.”

Virtual Stylist acts in a “similar way to the way a human stylist would help a customer” in-store, according to WSJ. “Instead of an online shopper having to guess which pair of jeans might fit their body type, the chatbot helps customers find a pair that suits them by asking key questions such as “Do you like stretch or no stretch?” and “How would you like the rise?”


The chatbot is integrated with True Fit’s machine-learning algorithms, and pairs each consumer with products that meet their fit and style preferences. “[The integration] recommends a size in each garment, describing how it expects the item to fit.”

“One of the biggest barriers to buying apparel online, specifically denim, is fit”

Marc Rosen, Levi’s executive vice president and president of global e-commerce told WSJ “One of the biggest barriers to buying apparel online, specifically denim, is fit … and we came up with a unique way to help consumers solve that problem.”
Another article from Digital Trends quotes Marc Rosen as saying, “No matter where the customer chooses to shop, we want to give them a personalized experience that leverages our expertise in fit and style to address the biggest challenge of finding the pair of perfect-fitting jeans."
“Customers who use the chatbot are “significantly” more likely to buy product online than those who don’t, said Mr. Rosen” the WSJ article reports. Mr. Rosen said he “expects Levi’s chatbot to drive online sales” and “data generated from online shoppers using the chatbot could also help inform decisions related to marketing and product development.”

True Fit’s CEO, William Adler told WSJ that True Fit’s analytics have “helped some retailers identify ways to improve their offerings” such as House of Fraser, who reported a 6%-8% revenue lift after implementing True Fit.
Chatbots as the result of artificial intelligence are a hot topic in retail right now; “machine learning and AI are expected to be big with retailers in the coming year, as more than 86% of CMO’s say they are planning to invest says Retail Dive.

Virtual Stylist is available on Levi’s.com in the US, as well as via Facebook Messenger. True Fit is available on Levi’s sites across the globe, including the US, Great Britain, France and Germany.