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Gap unveils AI-assisted shopping, three decades after its first website

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Gap unveils AI-assisted shopping, three decades after its first website

Starting Monday, customers can get recommendations from the Alta Daily and Daydream platforms. Banana Republic and Old Navy are also launching conversational shopping agents.

Gap Inc. is unveiling a suite of AI-powered shopping tools for all of its brands, 30 years after launching the first e-commerce website for its namesake Gap brand.

The announcement coincides with SF Tech Week, when various companies, startups and investors organize events and panels throughout the city, this year from Monday through Sunday.

Starting Monday, Gap customers will be able to discover items via two AI-powered third-party platforms. Alta Daily curates outfit suggestions based on variables including a user’s schedule, budget and the weather forecast. The app can surface items from users’ existing wardrobes as well as brands’ assortments.

Shoppers can use everyday language to interact with another platform, Daydream, which provides fashion ideas based on what they are looking for. Daydream will have access to all Gap Inc. brands — Gap, Banana Republic, Old Navy and Athleta — for those suggestions.

Old Navy and Banana Republic customers can similarly use natural language to describe what they’re looking for to conversational shopping agents on those two brands’ websites and apps.

Gap Inc. Chief Technology Officer Sven Gerjets is aware that users can be wary of or even disappointed with AI-assisted shopping experiences. Some 45% of purchases that consumers regret making with the help of AI were apparel and footwear, according to a SmartCustomer survey last month. Consumers are more likely to shop with AI at retailers they already trust , but are leery of how their data is used and want to maintain some control, according to recent research from Synchrony and Oxford Economics.


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