Gap turns to AI to modernise marketing across brand portfolio
Key takeaways
- Gap turns to AI to modernise marketing across brand portfolio.
- The US fashion retailer said the initiative is designed to modernise its shared marketing organisation, making it more scalable and capable of real-time operation by integrating data, AI and agentic capabilities.
- The programme aims to improve content relevance, strengthen customer retention, enhance owned marketing channels and reduce fragmentation within its marketing ecosystem.
Gap turns to AI to modernise marketing across brand portfolio. The first phase will concentrate on Gap's owned channels. Credit: Robert Way / Shutterstock.com. · Retail Insight Network · Robert Way / Shutterstock.com. Shubhendu Vimal Tue, June 23, 2026 at 4:21 PM GMT+7 2 min read GAP Gap has partnered with Google Cloud, Zeta Global and Publicis Sapient to build an AI-driven marketing platform across its brand portfolio.
The US fashion retailer said the initiative is designed to modernise its shared marketing organisation, making it more scalable and capable of real-time operation by integrating data, AI and agentic capabilities.
The programme aims to improve content relevance, strengthen customer retention, enhance owned marketing channels and reduce fragmentation within its marketing ecosystem.