Gap Inc has entered a multi-year alliance with Google Cloud to reimagine retail using AI.

The partnership will offer the US apparel retailer a unified, AI platform built on Google Cloud technologies such as Gemini, Vertex AI and BigQuery.

The platform is intended to enhance product creation, customer experience and employee enablement.

This is said to expedite a “human-centred digitally enabled technology strategy” across the company’s range of brands: Old Navy, Gap, Banana Republic and Athleta.

Gap Inc states that the collaboration is expected to speed up product innovation by using AI tools to speed design, planning and pricing processes, with the aim of increasing efficiency and streamlining the path from concept to shelf.

The company also anticipates improvements in customer experience and marketing, with hyper-personalised shopping, smarter recommendations and seamless consumer engagement to enhance relevance and loyalty across its customer base.

Employee empowerment is another benefit highlighted.

AI will be used to reimagine how teams and service agents make decisions and carry out tasks, helping the company become more agile and responsive.

It already works with Google on advertising. The retailer uses Google Ads and Google AI to optimise ad placements and campaigns as part of its omnichannel strategy.

Gap Inc chief technology officer Sven Gerjets stated: “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.”  

In September 2025, Gap Inc announced its 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 fiscal 2025, the company posted net sales of $3.7bn, flat year-on-year, with online sales rising 3% and comprising 34% of total net sales.