Gap Inc. Launched AI Shopping Tools Across Brands

The retailer introduces conversational agents to reduce friction in the digital storefront experience.

Updated on Oct. 5, 2026 in Artificial Intelligence

Isometric editorial illustration of a mannequin bust next to a rack of garments and folded fabric, representing digital retail curation. — Gap Inc. has deployed new AI-powered shopping tools across its retail websites, allowing customers to use conversational agents for fashion recommendations and outfit curation. AI Illustration. Upload story photo >

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Gap Inc. has deployed new AI-powered shopping tools across its Gap, Banana Republic, Old Navy, and Athleta websites. These conversational agents allow customers to use natural language for fashion recommendations and outfit curation.

Why it matters

The deployment seeks to streamline the consumer shopping experience, which has evolved significantly since the company launched its first e-commerce site 30 years ago. The initiative reflects a broader push to reduce friction in digital retail.

The tools utilize third-party platforms Alta Daily and Daydream to process natural language queries. Alta Daily specifically curates outfits by integrating user schedules, local weather, and budget parameters with brand inventory.

The players

Gap Inc.

A global apparel retailer operating Gap, Banana Republic, Old Navy, and Athleta brands that has maintained an e-commerce presence since 1996.

Sven Gerjets

The Chief Technology Officer at Gap Inc. overseeing the company's digital transformation and the integration of third-party AI platforms.

The details

Customers interact with the agents by typing natural language prompts into brand websites. The Alta Daily platform functions by analyzing items from a user's existing wardrobe alongside the company's current assortment to suggest cohesive outfits. Meanwhile, Daydream provides targeted fashion recommendations based on specific user search queries.

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. will host a Tech Week event at its headquarters.
Monday through Sunday: SF Tech Week occurs in San Francisco.

The Tech Race

Gap Inc.'s tools follow a trend of retailers attempting to lower the high regret rate associated with automated fashion purchases. The company has stated it intends to iterate and improve the technology if these initial attempts do not meet performance benchmarks.

Shoppers can now access these conversational agents directly on the brand websites for Gap, Banana Republic, Old Navy, and Athleta. The system requires users to provide input regarding their personal schedules, budgets, and weather to receive specific, actionable clothing suggestions.

The takeaway

Retailers are increasingly turning to third-party AI to solve the problem of digital choice paralysis. Customers should monitor how these tools handle complex outfit requests versus simple search queries in the coming months.