Gap launches AI‑assisted shopping via Alta Daily and Daydream — new customer experience layer

Context

Gap has rolled out AI‑assisted shopping on its Alta Daily and Daydream platforms, adding conversational agents for Banana Republic and Old Navy. The move signals a broader shift toward AI‑driven personalization in apparel retail, offering brands a new channel to engage shoppers and drive conversion. Marketers in fashion e‑commerce should monitor adoption rates and integration costs as competitors follow suit.