Gap is modernizing its operations with AI, partnering with Google Cloud and other technology providers to improve customer engagement and efficiency.

The initiative aims to transform the company’s shared marketing operations capable of delivering personalized content in real-time.

Damon Berger, SVP of marketing shared services at Gap, said the company is leveraging artificial intelligence to give our teams more time for strategy and storytelling.

“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,” he added.

As part of the initiative, Gap will deploy Google Cloud’s AI technologies, including Gemini, Agent Studio, and Agent Engine, to automate workflows and create content.

Gap has enlisted tech outsource company Accenture to help develop an operating model that integrates marketing, commerce, customer data, and technology systems. 

The retailer is also partnering with marketing technology company Zeta Global, whose AI platform, Athena, will help connect customer data, decision-making, and campaign execution.

According to Gap, Athena can analyze customer behavior, predict outcomes, and recommend actions across audience targeting, creative development, and campaign optimization.

The transformation will begin across Gap’s owned marketing channels.

Chief technology officer Sven Gerjets said the company is taking a “human-centered approach” to AI adoption.

“This transformation brings together data, AI, and agentic capabilities to help us better understand customer intent, move faster as an organization, and create more meaningful experiences across our portfolio of brands,” Gerjets said.

• Further reading: Gap extends sales growth streak in solid Q1.