Gap Inc. is expanding its use of AI, data, and automation across its marketing operations, covering campaign planning, personalisation, and execution across its brands.
The company announced the initiative at the Cannes Lions International Festival of Creativity. It is working with Google Cloud, Zeta Global, and Publicis Sapient on the effort, which covers its brand portfolio, including Gap, Old Navy, Banana Republic, and Athleta.
The initiative covers Gap’s shared marketing organisation across its brand portfolio. It includes customer data, content, owned channels, and e-commerce.
Gap said the initiative is intended to reduce silos across its marketing organisation and give teams better access to data. Damon Berger, senior vice president for marketing shared services at Gap Inc., said AI is being used to support strategy, storytelling, and customer interactions.
Building the data layer
