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Gap expands AI shopping with Alta Daily and new discovery tools

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Gap expands AI shopping with Alta Daily and new discovery tools

Gap Inc. is pushing artificial intelligence (AI) deeper into how its shoppers discover and style its products.

The retailer on Monday unveiled new natural-language product discovery features for its Old Navy and Banana Republic brands. Separately, Gap said it’s launching an online styling experience with Alta Daily. The feature brings Gap’s namesake-brand merchandise into AI-generated outfit recommendations on the third-party styling app.

The announcements coincide with the retailer’s 30th anniversary of launching Gap Online in 1996. The company has been highlighting that milestone during this week’s SF Tech Week in San Francisco, framing AI as the next evolution in how customers shop its brands. Gap said it is also exploring emerging agentic commerce, in which AI can take actions on a shopper’s behalf.

“Thirty years ago, we launched gap.com, revolutionizing the way customers interacted with our brands, and today AI is creating a new opportunity to rethink how people shop for fashion,” Gap chief technology officer Sven Gerjets said in a statement.

Gap Inc., which owns Gap, Banana Republic, Old Navy and Athleta, ranks No. 20 in the Top 2000 Database. The database tracks North America’s largest online retailers by their annual ecommerce sales and more.

Rather than relying only on search boxes and product grids, Gap said it is experimenting with AI tools that can “increasingly understand intent, context and individual preferences.”

As part of that push, Gap is bringing its products into Alta Daily, the AI-powered digital closet and personal styling app. Shoppers can incorporate Gap-brand merchandise into personalized outfit recommendations and visualize the looks on their Alta avatars.


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