Gap has partnered with Google Cloud, Zeta Global and Publicis Sapient to build an AI-driven marketing platform across its brand portfolio.
The US fashion retailer said the initiative is designed to modernise its shared marketing organisation, making it more scalable and capable of real-time operation by integrating data, AI and agentic capabilities.
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The programme aims to improve content relevance, strengthen customer retention, enhance owned marketing channels and reduce fragmentation within its marketing ecosystem.
The first phase will concentrate on Gap’s owned channels.
Google Cloud will underpin a unified data foundation combining customer and product intelligence.
The clothing company said the platform is expected to accelerate personalisation, sharpen decision-making and enable continuous learning across marketing content, campaign activations and e-commerce.
Zeta Global has been engaged to build an AI-powered marketing stack centred on Athena by Zeta, an intelligence platform built to connect customer data, decision-making and campaign execution.
The company said Athena’s agentic capabilities will span audience strategy, creative development, campaign activation and optimisation.
Publicis Sapient has been appointed to develop an AI-enabled operating model intended to improve marketing connectivity, measurement and responsiveness to customer behaviour.
Its remit covers data, partner ecosystems, processes, talent and technology, linking content, activation, commerce and customer insights.
Gap is also deploying Google Cloud AI tools, including Agent Studio, Agent Engine and Gemini models, to build AI-driven workflows, alongside Google’s image and video generation models, Nano Banana and Veo, to support content creation.
Gap marketing shared services senior vice-president Damon Berger said: “This transformation is about bringing together the creativity of our teams with the power of AI — removing silos, unlocking better data, and building a marketing model that learns, adapts and improves with every customer interaction.
“We are using AI to give our teams more time for strategy, storytelling and the work that creates lasting brand love.”
