Gap Inc. is building an AI-driven marketing platform across its brand portfolio, partnering with Google Cloud, Zeta Global and Publicis Sapient, the retailer announced June 23. The initiative aims to unify customer and product intelligence, automate campaign workflows and deliver real-time personalisation at scale. The first phase will concentrate on Gap's owned channels.
Unifying data and speeding up decisions
Google Cloud will underpin a shared data foundation that combines customer and product data. The platform is designed to accelerate content personalisation, sharpen marketing decisions and enable continuous learning across e-commerce, campaign activations and content production. As brands invest in AI for Marketing, they seek to break down data silos and speed up execution across channels.
The technology stack and partners
Zeta Global is building an AI-powered marketing stack around Athena by Zeta, an intelligence platform that connects customer data, decision-making and campaign execution. Its agentic capabilities will support audience strategy, creative development, campaign activation and optimisation. Publicis Sapient is developing an AI-enabled operating model to improve marketing connectivity, measurement and responsiveness to customer behaviour, covering data, partner ecosystems, processes, talent and technology.
Gap is also deploying Google Cloud AI tools, including Agent Studio, Agent Engine and Gemini models, to create AI-driven workflows, along with Google's image and video generation models - Nano Banana and Veo - to support content creation.
Creativity and AI together
Damon Berger, Gap marketing shared services senior vice-president, said: "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."
Why this matters for marketing professionals
Gap's move signals how large consumer brands are restructuring marketing operations around unified data and automation. For marketing leaders, the partnership shows the practical path from fragmented tools to a system that personalises content and adapts campaigns in real time. For managers looking to lead similar transformations, an AI Learning Path for Marketing Managers provides a structured way to build the necessary skills.
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