Apparel retailer Gap has announced a partnership with Google Cloud to use artificial intelligence (AI) as a means to accelerate its ecommerce strategy.
The companies said their partnership will provide Gap with “a unified, AI-powered platform.” They said they expect the platform to improve innovation and efficiency in both product creation and customer experience.
The partnership will see Gap utilizing Google Cloud technologies, including but not limited to Gemini, Vertex AI and BigQuery.
“AI is redefining what’s possible in retail, and we’re building our future technology roadmap around it,” said Sven Gerjets, chief technology officer at Gap Inc., in a statement. “We believe this partnership gives us the expertise and speed to bring AI to life across our business, empowering teams, sparking creativity, and delivering for customers faster and with greater personalization than ever.”
The Gap Inc., which owns its namesake brand Gap as well as Banana Republic, Old Navy and Athleta, ranks No. 20 in the Top 2000 Database. The database tracks North America’s largest online retailers by their annual ecommerce sales and more.
More than 1,100 retailers in the Top 2000 use Google for web analytics. Hundreds also use it for marketing automation and customer reviews.
How Gap will use Google Cloud for AI
Gap identified three key benefits it expects from using Google Cloud’s AI technologies:
- Product innovation
- Customer experience and marketing optimization
- Employee empowerment
Gap said it will use Google’s AI to “help accelerate design, planning, and pricing processes.” Furthermore, it expects the technology to help it “unlock creativity” while boosting the efficiency of taking new products to market.
On the marketing side, Gap said Google’s AI will allow it to hyper-personalize shopping with “smarter” recommendations. Among its marketing aims are “to drive stronger storytelling, greater relevance for consumers and deeper loyalty” among customers. Gap said it’s already working with Google Ads, leveraging its AI for ad placements, to optimize campaigns across channels and to improve its omnichannel capabilities.
The AI use will also be in-house, according to Gap. It said it “has begun using to rethink how our agents and teams operate, as a true partner in decision-making and execution.”
“By redesigning our workflows and putting AI in the hands of every employee, we are freeing Gap Inc. teams to focus on creativity, culture, and customer connection while keeping the company’s human-centered DNA at the core of innovation,” Gerjets added.
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