Omnichannel

Gap taps Google Gemini as a shopping channel

Photo: Mahmoud Suhail - stock.adobe.com

April 29, 2026

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Gap is planning to offer its product within Google's Gemini, which makes it the first top fashion retailer to offer instant checkout within the AI platform.

The news comes at a time when retailers are striving to reach customers anywhere, and everywhere they may be, especially given the rise in AI platform adoption, according to a CNBC report.

"It's not just keyword search anymore, right? It's conversations, and so we need to be relevant to that," Gap CTO Sven Gerjets, told CNBC. "Is it, you know, 'I'm trying to figure out what to do for a wedding, what are the things I should be looking at?' Or, 'I've got a job interview, are there some styles I should wear?' All of those things we need to become relevant to."

If the consumer decides to buy a product, they can check out via Google Pay with Gap handling the shipping logistics.

The AI shopping channel is in testing mode but Gap told CNC it expects to deploy it "imminently."