Company partnering with Google Cloud, Zeta Global and Publicis Sapient to build a more connected, customer-centric marketing engine powered by data, AI and agentic capabilities
Today at the Cannes Lions International Festival of Creativity, Gap Inc. announced an AI-led effort to modernize how the company uses shared platforms connect with customers across its portfolio of iconic American brands.
The initiative is designed to turn Gap Inc.’s shared marketing organization into a more scalable, real-time growth engine — one that uses data, AI and agentic capabilities to deliver more relevant content, improve owned marketing channels, strengthen customer retention and remove silos across the marketing ecosystem.
As part of the transformation, Gap Inc. is leveraging its partnership with Google Cloud to build a unified, AI-ready data foundation that brings together customer and product intelligence. This foundation is expected to enable faster personalization, better decision-making, and continuous learning across marketing content, activations, and e-commerce.
“Gap Inc. has always been a company that shapes culture, and now we have an opportunity to reshape how we show up for customers in a faster, smarter and more personal way,” said Damon Berger, Senior Vice President, Marketing Shared Services, Gap Inc. “This transformation is about bringing together the creativity of our teams with the power of AI — removing silos, unlocking better data, and building a marketing model that learns, adapts and improves with every customer interaction. We are using AI to give our teams more time for strategy, storytelling and the work that creates lasting brand love.”
The transformation will begin with Gap Inc.’s owned marketing channels, where the company is enlisting Zeta Global, the AI Marketing Cloud, to help architect an AI-powered marketing stack, with Athena by Zeta™, the intelligence layer that connects customer data, decisions, and execution across the marketing ecosystem, at the center. Athena is designed to help marketers understand what is happening, predict what will happen next, and determine the highest-value action to take. Athena’s agentic capabilities will unify decision-making across audience strategy, creative development, campaign activation, and optimization, enabling Gap Inc. to deliver more personalized experiences at scale, unlock more from every customer interaction and move to faster, more coordinated campaign delivery across key marketing channels.
Gap Inc. has engaged Publicis Sapient, a global enterprise AI platform and services company, to help it shape a consumer-centric, AI-enabled operating model designed to make marketing more connected, measurable, and responsive to customer behavior. The work will support Gap Inc.’s evolution across talent, process, technology, data, and partner ecosystems – connecting content, activation, commerce, and customer signals – to improve speed and effectiveness, and support future growth.
Gap is also leveraging Google Cloud’s AI with tools like Agent Studio, Agent Engine and Gemini models to build AI-driven workflows, and Google’s advanced Image and Video models like Nano Banana and Veo to create compelling content at scale.
The transformation will begin with Gap Inc.’s owned marketing channels, where the company is enlisting Zeta Global, the AI Marketing Cloud, to help architect an AI-powered marketing stack, with Athena by Zeta™, the intelligence layer that connects customer data, decisions, and execution across the marketing ecosystem, at the center. Athena is designed to help marketers understand what is happening, predict what will happen next, and determine the highest-value action to take. Athena’s agentic capabilities will unify decision-making across audience strategy, creative development, campaign activation, and optimization, enabling Gap Inc. to deliver more personalized experiences at scale, unlock more from every customer interaction and move to faster, more coordinated campaign delivery across key marketing channels.
Gap Inc. CTO, Sven Gerjets added, "We're building the future of Gap Inc. with an AI strategy that is human-centered and digitally enabled. This transformation brings together data, AI, and agentic capabilities to help us better understand customer intent, move faster as an organization, and create more meaningful experiences across our portfolio of iconic brands."
The AI-led marketing rollout is part of Gap Inc.’s broader work to become a high-performing house of iconic American brands that shape culture. By combining its legacy of creative storytelling with modern data infrastructure and AI-enabled ways of working, Gap Inc. is building a marketing model designed for speed, relevance and long-term customer growth.
About Gap Inc.
Gap Inc., a purpose-driven house of iconic brands, is the largest specialty apparel company in America. Its Old Navy, Gap, Banana Republic, and Athleta brands offer clothing, accessories, and lifestyle products for men, women and children available worldwide through company-operated and franchise stores, and e-commerce sites. Since 1969, Gap Inc. has created products and experiences that shape culture, while doing right by employees, communities and the planet through its commitment to bridge gaps to create a better world. For more information, please visit www.gapinc.com.
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