Gap Inc. is accelerating its push into AI-powered commerce through two new partnerships aimed at transforming how customers discover, size and purchase products online, the company’s CTO Sven Gerjets said at Shoptalk Spring 2026.
The apparel group, which operates brands including Old Navy, Gap, Banana Republic and Athleta, is rolling out AI-driven fit technology from Bold Metrics alongside a deeper integration with Google’s emerging Universal Commerce Protocol, signalling a shift toward conversational and ‘agentic’ shopping experiences.
Speaking at the Las Vegas event, Gerjets said the retailer is not taking a cautious approach to AI adoption. “We’re not in the wait-and-see mode around AI at all. We really want to lean in,” he said, underscoring the company’s intent to move early as shopping behaviour shifts toward AI-led discovery.
At the centre of the strategy is reducing friction across two of online apparel’s biggest pain points: sizing and checkout. Through Bold Metrics’ “Agent Sizing Protocol,” Gap will offer predictive, personalised size recommendations within AI-driven shopping flows, replacing static charts with dynamic fit guidance tailored to individual shoppers.
In parallel, the Google partnership enables Gap products to surface directly inside conversational environments such as Gemini and AI-powered search. Shoppers will be able to discover items, receive recommendations and complete purchases using Google Pay without navigating traditional e-commerce sites.
The move positions Gap among early adopters of “agentic commerce,” where AI systems handle product discovery and transaction steps on behalf of users. The company is also working to ensure its brand experience, including loyalty and promotional offers, carries through into these third-party AI environments.
Underpinning the initiative is a broader overhaul of Gap’s digital infrastructure. The retailer said it has rebuilt its technology stack on unified cloud data and an AI-ready architecture, allowing intelligence to be embedded across the entire customer journey rather than deployed as isolated tools.
Gerjets emphasized that relevance within large language models will become critical as consumers increasingly rely on conversational interfaces instead of traditional search. For Gap, that means ensuring its products are not just visible but transaction-ready wherever customers choose to shop.
