Gap launched its first e-commerce website in 1996, roughly two years before a man from Philadelphia made history by making the first ever purchase on the internet: a CD of Sting’s studio album called Ten Summoner’s Tales.

Paid for with a credit card protected with data encryption, the CD was sold on an e-commerce site called Net Market, which a 1994 New York Times article called “a new venture that is the equivalent of a shopping mall in cyberspace.”

It’s a history worth noting if only to show how much has changed since the dawn of the internet, back when the screeching of the dial-up was the sound of the future. But it was also an important time for Gap—an era when the brand embraced the tech of its time.

Now 30 years later, Gap is doing it again with this generation’s defining technology: artificial intelligence. It announced a set of AI tools that will make its product selection across its brands from Banana Republic to Old Navy easier to discover, more personalized, and more intuitive to navigate.

com, revolutionizing the way customers interacted with our brands, and today AI is creating a new opportunity to rethink how people shop for fashion,” said Sven Gerjets, chief technology officer at Gap Inc. during the company’s San Francisco Tech Week Kickoff.

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