Gap builds on Google AI partnership to transform marketing
Gap Inc. is leveraging an existing cloud and artificial intelligence partnership with Google to enhance marketing activities.
The apparel giant, which entered a multi-year artificial intelligence and cloud partnership with Google Cloud to accelerate its digital-enabled technology strategy in October 2025, is launching a marketing modernization effort based on Google technology.
The initiative is designed to turn Gap Inc.’s shared marketing organization into a more scalable, real-time growth engine based on data, AI and agentic capabilities in order to deliver more relevant content, improve owned marketing channels, strengthen customer retention and remove silos across its marketing ecosystem. The effort will span all of the company’s banners, including Gap, Old Navy, Banana Republic and Athleta.
As part of the transformation, Gap Inc. is leveraging its partnership with Google Cloud to build a unified, AI-compatible data foundation that brings together customer and product intelligence. This platform is expected to enable faster personalization, better decision-making and continuous learning across marketing content, activations, and e-commerce.
The company will leverage Google Cloud AI tools including Agent Studio, Agent Engine and Gemini models to build AI-driven workflows and Google advanced image and video models like Nano Banana and Veo to create visual content at scale.
[READ MORE: Gap to deploy two AI technologies: personalized fit, checkout on Google Gemini]
“Gap Inc. has always been a company that shapes culture, and now we have an opportunity to reshape how we show up for customers in a faster, smarter and more personal way,” said Damon Berger, senior VP, marketing shared services, Gap Inc. “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. We are using AI to give our teams more time for strategy, storytelling and the work that creates lasting brand love.”
The transformation will begin with Gap Inc.’s owned marketing channels, where the company is working with Zeta Global to help develop an agentic AI-based marketing stack to help unify decision-making across audience strategy, creative development, campaign activation and optimization.
As a result, Gap hopes to be able to deliver more personalized experiences at scale, obtain more customer interaction data and move to faster, more coordinated campaign delivery across key marketing channels.
Gap Inc. is also working with Publicis Sapient to help create a consumer-centric, AI-enabled operating model designed to make its marketing more connected, measurable and responsive to customer behavior.
"We're building the future of Gap Inc. with an AI strategy that is human-centered and digitally enabled,” said Gap Inc. CTO Sven Gerjets. “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 iconic brands."
Gap Inc is largest specialty apparel company in America and operates the Gap, Old Navy, Banana Republic and Athleta brands.
