Gap Inc has entered into a multi-year partnership with Google Cloud to reimagine retail using AI.
The partnership will provide the U.S. apparel retailer with an integrated AI platform built on Google Cloud technologies, including Gemini, Vertex AI, and BigQuery.
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The platform is aimed at product creation, customer experience, and employee empowerment.
This is said to drive a “human-centered, digitally enabled technology strategy” across the company's brands, including Old Navy, Gap, Banana Republic and Athleta.
Gap Inc said the partnership is expected to accelerate product innovation, increase efficiency and streamline the path from concept to shelf by using AI tools to speed up the design, planning and pricing process.
The company also expects hyper-personalized shopping, smarter recommendations and seamless consumer engagement to improve customer experience and marketing, increasing relevance and loyalty across its customer base.
Employee empowerment is also a benefit highlighted.
AI is used to reimagine how teams and service agents make decisions and perform tasks, helping businesses become more agile and responsive.
It already has a partnership with Google for advertising. The retailer uses Google Ads and Google AI to optimize ad placements and campaigns as part of its omnichannel strategy.
Sven Gerjets, Chief Technology Officer, Gap Inc. “We believe this partnership will give us the expertise and speed to bring AI across our business, empowering our teams, inspiring creativity, and delivering faster and better personalization to our customers than ever before.”
In September 2025, Gap Inc announced an expansion into beauty and accessories as it continues to position itself as a “high-performing house of iconic American brands.”
In the second quarter of 2025, the company's net sales were flat year-over-year at $3.7 billion, with online sales increasing 3% and accounting for 34% of total net sales.
