Gap Inc. is expanding its artificial intelligence capabilities across its portfolio, announcing new natural-language product discovery features for Old Navy and Banana Republic, along with a styling partnership with Alta Daily (Digital Commerce 360 - AI). Through Alta Daily, Gap's merchandise will appear in AI-generated outfit recommendations, allowing shoppers to visualize looks on virtual avatars and build personalized wardrobes (Digital Commerce 360 - AI). The announcements coincide with Gap's 30th anniversary of launching Gap Online in 1996 (Digital Commerce 360 - AI).
The initiative reflects Gap's broader shift toward agentic commerce, where AI takes actions on a shopper's behalf based on style preferences, closet data, and purchase history (Digital Commerce 360 - AI). For commerce practitioners, this represents a move beyond keyword search and product grids toward conversational, intent-driven discovery—a model that could reshape customer engagement in fashion retail. Gap's capital expenditures will reach $650 million in fiscal 2026, up from $470 million last year, with funds flowing into AI capability building (Digital Commerce 360 - AI).
Gap's strategy is underpinned by its partnership with Google Cloud, launched in 2025, which provides access to Gemini, Vertex AI, and BigQuery (Digital Commerce 360 - AI). The retailer is also supporting Google's Universal Commerce Protocol, enabling shoppers to find and purchase Gap products through AI Mode in Google Search and the Gemini app (Digital Commerce 360 - AI). These moves signal how large fashion retailers are integrating AI across discovery, personalization, and checkout to compete in an increasingly agent-driven commerce landscape.