Gap and Puma Install AI Applications

Two high-profile retailers are introducing advanced artificial intelligence (AI) applications designed to make the shopping experience better for both shoppers and store operators. The brands involved are:

* Gap Inc., which is offering two new AI technologies that it says “reduce friction” at two critical moments for customers: choosing the right size and completing a buy. Specifically, the retailer is offering personalized fit guidance from Bold Metrics’ Agent Sizing Protocol and partnering with Google’s Gemini to allow shoppers to check out directly within that AI platform.

“We are not pursuing AI for novelty,” said Sven Gerjets, Gap’s Chief Technology Officer. “These partnerships are about solving real customer problems – helping shoppers feel confident about fit and making it easier to complete a purchase. They also reflect the holistic AI strategy we’ve built to scale intelligence across the enterprise in a disciplined way that drives measurable value over time.”

While many retailers continue to test isolated AI use cases, Gap says it has rebuilt its digital foundation to support AI end-to-end. Built on unified Google Cloud data, AI-ready architecture and disciplined governance, the retailer is scaling intelligence as an integral part of its operating model across all its brands: Athleta, Banana Republic, Gap and Old Navy.

* Sports footwear/apparel brand Puma, which will unveil its first AI Store Concierge at its flagship store in Las Vegas later this spring. Shaped like a large display, AI Store Concierge will automatically detect the language a customer speaks. Through an interactive conversation, it will give information about product, fit, technical details, as well as up-to-date athlete performance insights and check whether the items are in stock. (To support the many international visitors at the Las Vegas store, Puma notes the AI Store Concierge will speak multiple languages beyond English, including Spanish, Mandarin, French and Arabic.)

“By integrating this technology directly into the store environment, we’re making product exploration faster, more intuitive and more accessible,” said Rui Pedro Silva, Puma’s VP, Direct-to-Consumer Technology. “With this first example of the AI Concierge, we will gather feedback and explore how to further scale this technology on our direct-to-consumer channels.”

Built in collaboration with strategic partners LiveX.AI, a holographic AI Agent company, and Google Cloud, Puma’s AI Store Concierge utilizes NVIDIA’s agentic AI technology.