In a stride towards modernising its shopping experience, Gap Inc. has introduced artificial intelligence-driven tools across all its brands, marking 30 years since the launch of its pioneering e-commerce website. The company is implementing AI-powered platforms Alta Daily and Daydream from Monday, which will provide personalised shopping recommendations to customers.
AI Integration for Enhanced Shopping
The AI platforms debut during SF Tech Week, which runs from Monday to Sunday. Gap customers can utilise Alta Daily, which suggests outfits by considering factors such as the user’s schedule, budget, and weather forecasts. It can generate these suggestions by referencing both users’ current wardrobes and available items within the Gap brand assortment. In parallel, Daydream offers fashion advice based on the shopper’s queries, tapping into Gap Inc.’s entire brand range, including Gap, Banana Republic, Old Navy, and Athleta.
Old Navy and Banana Republic will additionally feature conversational shopping agents on their websites and apps, allowing customers to use natural language to describe their shopping needs for tailored recommendations.
Consumer Sentiment and AI Challenges
The introduction of AI technologies is met with varied consumer reactions. According to recent data from SmartCustomer, 45% of regrettable purchases facilitated by AI involved clothing and footwear. Meanwhile, research by Synchrony and Oxford Economics reveals that while customers prefer using AI tools in stores they trust, they remain cautious about data usage and seek control over their shopping experience.
Sven Gerjets, Gap Inc.’s Chief Technology Officer, acknowledges these concerns. He noted the importance of ensuring AI enhances the shopping experience without increasing complexity or diminishing consumer choice. Gerjets emphasised the need for technology to preserve the customer-brand relationship and adapt over time based on user feedback.
Showcasing Innovation During Tech Week
On Wednesday, GAP Inc. will host a special event, “Never Finished: The Next Chapter,” at its headquarters in collaboration with Silicon Foundry as part of Tech Week. The event will feature key speakers including Alta’s CEO Jenny Wang, Daydream’s CEO Julie Bornstein, and Gap’s Senior VP of E-Commerce Megan Zapala. Hosted by Kevin Delaney, editor-in-chief of The San Francisco Standard, the session will also see participation from Apple’s marketing executive Arem Duplessis and Rocket Companies’ Chief Marketing Officer Jonathan Mildenhall, who will deliver keynote addresses.
Reporting based on coverage first published by retaildive.com.