Gap Inc. unveiled a new strategy to modernize marketing and personalization through artificial intelligence at the Cannes Lions International Festival of Creativity. The initiative establishes partnerships with Google Cloud, Zeta Global, and Publicis Sapient.
The collaboration unifies customer data to create a connected, AI-driven marketing engine. This system leverages insights to deliver relevant content across the Old Navy, Gap, Banana Republic, and Athleta brands.
The strategy aims to improve customer retention across the company's entire brand portfolio. Initial efforts will focus on upgrading owned marketing channels, including email and paid media.