Gap Inc. CTO Sven Gerjets shares how AI-powered tools, smarter recommendations, and new membership experiences are reshaping retail.
At Gap Inc., AI went from being a possibility to an operational reality in 2025. Chief Technology Officer Sven Gerjets, the company's EVP, says as much. He said in a LinkedIn post that they are using AI to rethink retail, changing how they plan, create, serve customers, and develop their workforce. Their outcomes demonstrated that foundation. He also added that based on a human-centered, digitally enabled approach, they started enhancing the customer experience in 2025, gave teams access to intelligent tools, and started reimagining the product's journey from concept to closet.
Their brand websites include AI-powered features that make shopping quicker, more intelligent, and more encouraging. Popular fashions are highlighted by trend-based curations like Banana Republic's Fall Essentials and Gap's Fall Trend Edit. While platforms like daydream.ing and tools like "Wear It With," "You Might Also Like," and "Customers Also Viewed" offer outfit suggestions, assisting clients in identifying and shopping for their style.
According to Sven Gerjets their identity is not being altered by AI. It's expanding what's possible. Most importantly, this advancement is the result of an incredible global IT team that is enabling cooperation, speed, trust, insight, and innovation throughout Gap Inc. "I'm proud of what we built together in 2025 and excited for what we'll achieve in 2026 as we continue building momentum," he finally stated.
In February 2026, Gap Inc. launched Encore, a new membership for its Old Navy, Gap, Banana Republic, and Athleta. Customers can enroll online or in-store, and the program already includes nearly 40 million active members in the U.S. Encore offers early access to exclusive product drops, special partner benefits, and invitations to cultural events.
Members also receive curated behind-the-scenes content and can choose to donate rewards to selected nonprofit organizations. According to CEO Richard Dickson, today’s customers seek brands that shape culture and tell meaningful stories. Encore aims to deepen engagement by blending fashion, entertainment, and exclusive access, strengthening brand connections and creating long-term value across Gap Inc.’s portfolio.
