Gap Brings Artificial Intelligence Into the Online Shopping Journey

Gap Brings Artificial Intelligence Into the Online Shopping Journey

An early mover in online retail, the U.S. company will introduce AI-powered conversational discovery tools at Old Navy and Banana Republic, with the technology geared toward converting shoppers.

Gap is jumping on the Artificial Intelligence (AI) bandwagon. The San Francisco-based U.S. company will roll out AI-powered shopping models for its Old Navy and Banana Republic brands. The group, currently undergoing a relaunch that has so far focused on product and brand improvement, was one of the first companies thirty years ago to begin exploring and selling through online channels.

Both brands will implement AI-powered conversational models to guide consumers in choosing the product that best suits them. Instead of requiring customers to translate what they want into keywords, categories, and filters, Gap aims to make its internal search engines more flexible to present the catalog in a more natural way.

According to a press release, the company is launching a pilot program with Alta Daily, a digital platform that functions as a virtual closet, to help customers “turn their personal style into looks” inspired by Gap products, which they can try on using an avatar. In addition, customers can also discover products through Daydream, the platform where shoppers describe what they’re looking for in everyday language to find relevant products.

Gap’s total sales came in at $3,651 million in the second quarter

“Over time, we expect AI to take commerce beyond recommendations toward experiences that can better understand customer needs and help act on their behalf,” said Sven Gerjets, Gap’s chief technology officer. “Gap is developing the data, technology, and partnerships needed to participate in that emerging ecosystem responsibly and at scale, while keeping customer choice, human creativity, and brand relationships at the core,” he added.

At the end of the second quarter (the period ending August 1st), Gap’s total sales stood at $3.651 billion, representing a 2% decline compared to the second quarter of 2025. The U.S.-based Gap was founded in the late 1960s by Doris and Donald Fisher as a store dedicated exclusively to Levi’s products.

The business expanded until, in 1972, the group launched its own brand and ceased distributing Levi’s, becoming the first company to transform a store name into a brand. Today, the group operates the Gap, Banana Republic, Old Navy, Athleta, and Intermix brands and has become the third-largest fashion retailer in the world.