Gap Inc is introducing a range of AI-powered shopping tools across Gap, Old Navy and Banana Republic.
The new tools are designed to allow shoppers to search for clothing using conversational language, rather than relying solely on traditional filters and product categories.
Old Navy and Banana Republic are introducing conversational shopping experiences across their websites and apps, enabling customers to describe what they are looking for in everyday language and receive relevant product recommendations.
The tech is intended to interpret a shopper’s broader intent, rather than requiring them to translate a request into specific search terms, sizes, categories or filters
Gap is also expanding its product discovery beyond its own ecommerce platform through partnerships with AI fashion services Alta Daily and Daydream.
Alta Daily creates personalised outfit suggestions using information including a customer’s schedule, budget and local weather, and can combine products from a shopper’s existing wardrobe with items available to buy.
Customers can also try Gap products on a digital avatar within the platform.
Daydream takes a more conversational approach, allowing shoppers to describe an outfit or product they are looking for before returning relevant fashion recommendations. The platform has access to products from Gap Inc’s wider portfolio, including Gap, Banana Republic, Old Navy and Athleta.
Gap said it expects AI-powered retail to move beyond product recommendations over time, with tech increasingly able to understand a customer’s needs and potentially carry out elements of the shopping process on their behalf.
“AI should make shopping easier and more intuitive, not add complexity or take choice away from the customer,” said Gap Inc chief technology officer Sven Gerjets.
“We’re moving toward experiences that better understand the customer and can help connect discovery, inspiration and ultimately action in a more frictionless, intuitive way.”
Gap Inc operates Gap, Old Navy, Banana Republic and Athleta and described its latest launches as the beginning of a broader move towards more personalised and conversational online shopping.
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