US clothing retail chain Gap has entered a multi-year partnership with Google Cloud to accelerate the use of AI across its portfolio of brands, including Old Navy, Gap, Banana Republic and Athleta.

“AI is redefining what’s possible in retail, and we’re building our future technology roadmap around it,” said Sven Gerjets, chief technology officer at Gap. “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.”

The collaboration will provide Gap with a unified, AI-powered platform it expects to fuel innovation and efficiency across product creation, customer experience and employee enablement using Google Cloud technologies such as Gemini, Vertex AI and BigQuery.

“Our partnership with Gap is about reinventing the retail landscape with AI and helping them lead the industry with speed, personalisation and game-changing customer experiences,” said Thomas Kurian, CEO at Google Cloud. “Today, only Google offers a complete AI-optimised stack from silicon to models to platform to apps and agents that can deliver this kind of transformation.”

AI tools can help accelerate design, planning and pricing processes, unlocking creativity and efficiency throughout the product-to-market journey and transforming how ideas move from concept to shelf.

Hyper-personalised shopping, smarter recommendations and seamless engagement powered by AI tools aim to drive stronger storytelling, greater relevance for consumers and deeper loyalty from Gap customers at scale. In addition to its work with Google Cloud (cloud.google.com), Gap is already working with Google Ads, leveraging AI to drive ad placements, optimise campaigns across channels and improve its omnichannel capabilities.

Gap (www.gapinc.com) has begun using AI to rethink how Google agents and teams operate as a partner in decision-making and execution. This shift should allow the retailer to be more agile, responsive and forward thinking.

“By redesigning our workflows and putting AI in the hands of every employee, we are freeing Gap teams to focus on creativity, culture and customer connection while keeping the company’s human-centred DNA at the core of innovation,” Gerjets said.