Gap Inc. Goes AI-First With Google's Gemini Enterprise
Gap Inc. is moving fast to make AI standard across Old Navy, Gap, Banana Republic and Athleta. The retailer is using Google Cloud's Gemini Enterprise to speed product creation, sharpen targeting and restructure how teams work.
Gap is migrating 200 existing AI models into one platform to streamline workflows and scale what works. "AI is redefining what's possible in retail, and we're building our future technology roadmap around it," said Sven Gerjets, Chief Technology Officer at Gap Inc.
What Google Launched - And Why It Matters to Marketing
Google introduced Gemini Enterprise, a conversational AI platform for Google Cloud customers. The pitch: give every employee an AI agent that can collaborate across tools and teams, instead of siloed pilots. Google Cloud CEO Thomas Kurian positions it as a full-stack approach to run complex work across an entire company.
Gap's Three AI Goals
- Product innovation: Speed up design, planning and pricing to ship the right styles at the right time.
- Customer experience and marketing: Deliver more relevant product recommendations on-site and in ads.
- Employee empowerment: Redesign workflows so every team has AI agents for faster decisions and responses.
Case Study: Virgin Voyages Cuts Campaign Time by 40%
Virgin Voyages runs 50 AI agents across marketing and CX. "Email Ellie" generates hyper-personalized outreach and is now fully built into the email workflow.
Results: 40% less time spent on campaign copy creation and a 28% year-over-year increase in July sales. "What excites me most... is how it gives our teams back time to do what they do best - create joy, build connections and bring our brand to life," said CEO Nirmal Saverimuttu.
Case Study: Gordon Food Service Scales Complex Work
Gordon Food Service uses Gemini Enterprise to build agents for IT, developers and business teams. 12,000 employees go beyond drafting emails-agents unify data, run market research and create content.
Marketing managers chain agents across teams to find faster strategies for share and awareness. Data from tools like ServiceNow and Jira is pulled into one place, cutting research time. HR even uses an AI podcast feature to explain the benefits program to employees.
What Marketers Should Do Now
- Build an email agent: Automate subject lines, variants and segment-specific copy. Track time saved and lift in CTR and revenue per send.
- Unify data for personalization: Pipe CRM, site behavior and product data into one workspace so agents can generate offers aligned to stock and margin.
- Ad creative at scale: Use agents to produce concept-to-asset flows (hooks, copy, formats). Keep human review for brand voice and claims.
- Campaign ops: Let agents assemble briefs, QA links, build audiences and summarize tests so teams spend more time on strategy.
- Multi-agent workflows: Chain "Planner → Copywriter → QA → Analyst" to reduce handoffs and cycle time.
- Guardrails: Set clear rules for tone, compliance and approvals. Log prompts, outputs and performance for audit and learning.
30-60-90 Day AI Rollout (Marketing)
- Day 0-30: Pick one high-volume workflow (email or paid social). Ship an agent MVP. Define 3 KPIs: time to launch, CTR, conversion.
- Day 31-60: Add data sources (CRM, product feed). Introduce multi-agent steps (brief → copy → variants). Start brand voice checks.
- Day 61-90: Expand to lifecycle and retargeting. Automate test plans and weekly performance summaries. Document playbooks and scale to other channels.
Why This Playbook Works
Virgin Voyages shows the compounding effect of faster creative cycles and better targeting. Gordon Food Service proves cross-team agents cut friction and speed decisions. Gap is betting on one platform to reduce duplication and push personalization across every touchpoint.
Level Up Your Team
- AI Certification for Marketing Specialists - practical workflows, prompts, QA checklists and measurement frameworks.
The Bottom Line
AI agents are moving from side projects to the core marketing stack. Start with one workflow, measure impact, then scale across channels and teams. The advantage goes to marketers who ship, learn and standardize fast.
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