Gap has signed a multi-year partnership with Google Cloud to boost its digital strategy with AI and “reinvent retail” through its iconic portfolio of brands, including Old Navy, Gap, Banana Republic and Athleta.

The collaboration will provide Gap with a unified AI-powered platform that is expected to drive innovation and efficiency in product creation, customer experience and employee training using Google Cloud technologies such as Gemini, Vertex AI and BigQuery, among others.

Gap said the partnership aims to accelerate design, planning and pricing processes, improving efficiency throughout the sales journey and transforming the way ideas move from concept to shelf.

The move will focus on hyper-personalised shopping, smarter recommendations for customers and more dynamic product storytelling.

Gap added it is already working with Google Ads, leveraging AI to improve ad placement, optimise campaigns across all channels and enhance its omnichannel capabilities.

On Friday, Sven Gerjets, Gap's chief technology officer, said AI is “redefining what is possible” in the retail sector, with the retailer focusing on actively building its future technology around it.

"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 personalisation than ever,” he added.

Thomas Kurian, chief executive of Google Cloud, said that the partnership with Gap aims to help the company lead the industry with speed, personalisation and revolutionary customer experiences that AI can provide.

"Today, only Google offers a complete AI-optimised stack—from silicon to models to platforms to apps and agents—that can deliver this kind of transformation,” continued Kurian.

Gap is the largest American clothing company. Its brands Old Navy, Gap, Banana Republic and Athleta offer clothing, accessories and lifestyle products for men, women and children, available worldwide through company-operated and franchised stores, as well as e-commerce sites.

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