But that may not happen for another year, Levi's Shank says.

FORBES: Digital denim

The project accelerated late last year after Gordon Shank, then president of Levi's Americas unit and now Levi's chief marketing officer, visited a customer-service center and heard the frustration firsthand.

FORBES: Digital denim

According to Sam Shank, the CEO of HotelTonight and another of Le Web's speakers, tomorrow's technology will know what we want before we know we want it ourselves.

CNN: Should we fear mind-reading future tech?