Inside Gap’s Plan to Put an AI Agent in Every Workflow

“AI is redefining what’s possible in retail,” said Gap Inc.’s chief technology officer Sven Gerjets, announcing a new partnership with Google Cloud.

The remark capped a year of steady change inside the retailer, which has been merging dozens of separate AI projects into one system that now touches design, marketing, and operations across all of its brands.

Building AI capability

Before the Google Cloud deal, Gap took steps to build internal capability. It established an Office of AI, responsible for coordinating AI across its operations. Chief executive Richard Dickson said in early 2025: “In 2025, we will be developing AI monetization opportunities relative to the consumer experience, product to market, as well as organizational productivity.”

Gap also brought in specialized AI tools years before the Google announcement. In 2021, Gap acquired CB4, a company that applies machine learning for demand sensing and store operations. In the same year, it acquired Drapr, whose virtual fitting and measured-avatar technologies address online fit and returns. These earlier moves provided tools and expertise within Gap’s ecosystem.