Gap Inc. the parent company of Old Navy, Gap, Banana Republic and Athleta, has introduced two new AI technologies designed to make online shopping “simpler and more confident for customers”.
Gap is partnering with Google’s Gemini to enable shoppers to check out directly within the AI platform, making it the first major fashion company to collaborate directly with the tech giant to drive agentic commerce.
Gap Inc. said the company has “rebuilt its digital foundation to support AI end-to-end” and is scaling intelligence across every journey, “not as a side initiative, but as part of its operating model.”
The new AI tool means that instead of relying on static charts, customers get personalized size recommendations within conversational experiences at the moment they’re ready to buy.
“We are not pursuing AI for novelty,” said Sven Gerjets, Chief Technology Officer, Gap Inc. “These partnerships are about solving real customer problems – helping shoppers feel confident about fit and making it easier to complete a purchase. They also reflect the holistic AI strategy we’ve built to scale intelligence across the enterprise in a disciplined way that drives measurable value over time.”
“We’ll continue to evolve the experience and bring the things forward that the customers want, so that is definitely the roadmap and the future,” Gerjets said in an interview. “It’s a very first experience in, I think, a journey that we’re all on to really nail what agentic commerce is for the customers.”
“This space is moving so quickly … We’re all evolving and learning together, and who knows what the space will look like in five years, who will be crowned the victor, or how fragmented the space will be?” Gerjets said. “For us, it’s important that we work with all of them, because we really want to meet our customers where they want to be.”
By CEO NA Editorial Staff
