Gap has brought in three companies to rebuild how its brands market: Google Cloud, Zeta Global and Publicis Sapient. The retailer describes the goal as a shared marketing organisation that is more scalable and can operate in real time, built on integrated data, AI and agentic capabilities. The first phase covers Gap’s owned channels.
Google Cloud supplies the data layer — a unified foundation combining customer and product intelligence — along with Agent Studio, Agent Engine and Gemini models for building AI-driven workflows, plus the Nano Banana image model and Veo video model for content creation.
Zeta Global is building the marketing stack, centred on Athena by Zeta, an intelligence platform connecting customer data, decision-making and campaign execution. Its agentic capabilities are meant to span audience strategy, creative development, campaign activation and optimisation.
Publicis Sapient takes the operating model: an AI-enabled design intended to improve marketing connectivity, measurement and responsiveness to customer behaviour, with a remit covering data, partner ecosystems, processes, talent and technology. Talent sits inside that remit alongside the technology.
The stated aims are content relevance, customer retention, stronger owned channels and less fragmentation, with personalisation and continuous learning running across marketing content, campaign activations and e-commerce.
“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,” said Damon Berger, senior vice-president of marketing shared services at Gap. “We are using AI to give our teams more time for strategy, storytelling and the work that creates lasting brand love.”
Read more at Retail Insight Network.