Gap turns to AI to modernise marketing across brand portfolio

Gap has partnered with Google Cloud, Zeta Global and Publicis Sapient to physique an AI-driven selling level crossed its marque portfolio.

The US manner retailer said the inaugural is designed to modernise its shared selling organisation, making it much scalable and susceptible of real-time cognition by integrating data, AI and agentic capabilities.

The programme aims to amended contented relevance, fortify lawsuit retention, heighten owned selling channels and trim fragmentation wrong its selling ecosystem.

The archetypal signifier volition ore connected Gap's owned channels.

Google Cloud volition underpin a unified information instauration combining lawsuit and merchandise intelligence.

The covering institution said the level is expected to accelerate personalisation, sharpen decision-making and alteration continuous learning crossed selling content, run activations and e-commerce.

Zeta Global has been engaged to physique an AI-powered selling stack centred connected Athena by Zeta, an quality level built to link lawsuit data, decision-making and run execution.

The institution said Athena's agentic capabilities volition span assemblage strategy, originative development, run activation and optimisation.

Publicis Sapient has been appointed to make an AI-enabled operating exemplary intended to amended selling connectivity, measurement and responsiveness to lawsuit behaviour.

Its remit covers data, spouse ecosystems, processes, endowment and technology, linking content, activation, commerce and lawsuit insights.

Gap is besides deploying Google Cloud AI tools, including Agent Studio, Agent Engine and Gemini models, to physique AI-driven workflows, alongside Google's representation and video procreation models, Nano Banana and Veo, to enactment contented creation.

Gap selling shared services elder vice-president Damon Berger said: "This translation is astir bringing unneurotic the creativity of our teams with the powerfulness of AI — removing silos, unlocking amended data, and gathering a selling exemplary that learns, adapts and improves with each lawsuit interaction.

"We are utilizing AI to springiness our teams much clip for strategy, storytelling and the enactment that creates lasting marque love." 

"Gap turns to AI to modernise selling crossed marque portfolio" was primitively created and published by Retail Insight Network, a GlobalData owned brand.