Gap Inc. Launched AI-Powered Shopping Tools

The retailer introduced conversational agents across its brands to help customers curate outfits.

Updated on Oct. 5, 2026 in Artificial Intelligence

Isometric editorial illustration of arranged clothing items, representing a digital inventory system for retail fashion. — Gap Inc. has introduced AI-powered shopping agents across its brands, including Old Navy and Banana Republic, to assist customers with personalized fashion recommendations. AI Illustration. Upload story photo >

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Gap Inc. has launched new artificial intelligence tools across its brands to streamline the online shopping experience. The tools, built with third-party platforms, assist customers in finding outfits and fashion recommendations.

Why it matters

The company aims to reduce friction in the digital shopping journey, which has evolved significantly since the brand launched its first e-commerce site 30 years ago. These tools attempt to simplify user selections through natural language interaction.

Gap Inc. is integrating AI platforms Alta Daily and Daydream to provide personalized fashion recommendations. The rollout comes as industry data shows 45% of consumers report regret regarding AI-assisted apparel and footwear purchases.

The players

Gap Inc.

This American clothing and accessories retailer operates brands including Gap, Banana Republic, Old Navy, and Athleta.

Sven Gerjets

He serves as the Chief Technology Officer for Gap Inc.

The details

Customers can now interact with conversational shopping agents on the Gap, Banana Republic, Old Navy, and Athleta websites to find products based on specific search queries. The Alta Daily app further curates outfit suggestions by considering a user's schedule, budget, weather, and items already in their wardrobe.

1996: Gap launched its first e-commerce website.
Last month: SmartCustomer conducted a survey on AI shopping regrets.
Monday: Gap customers gained access to the new AI shopping platforms.
Wednesday: Gap Inc. hosts a Tech Week event at its headquarters.
Monday through Sunday: SF Tech Week occurs in San Francisco.

The Tech Race

Gap Inc. is integrating the Alta Daily AI-curation platform to move beyond traditional search-based retail models. This shift represents a broader industry effort to replace static web storefronts with conversational commerce agents.

Shoppers can use natural language to interact with digital agents to receive personalized style suggestions based on their existing wardrobe. These tools aim to reduce the time spent searching for items, though initial iterations remain subject to ongoing performance improvements.

The takeaway

Retailers are increasingly leveraging AI to bridge the gap between digital convenience and personalized styling. Consumers should evaluate AI-generated recommendations carefully to ensure purchases align with their personal needs.