--- title: "Gap Group announced that it will launch a checkout feature within Google Gemini, pioneering AI shopping for mainstream fashion brands" type: "News" locale: "en" url: "https://longbridge.com/en/news/280324791.md" description: "Gap Group announced that it will launch a checkout feature within the Google Gemini platform, becoming the first major fashion brand to offer this service. Consumers will be able to purchase Gap's products directly on Gemini, enhancing the shopping experience. Gap's Chief Technology Officer stated that this move will provide a competitive advantage, especially as consumers increasingly shift towards shopping on AI platforms. The feature is currently still in the testing phase, with Gap responsible for delivery and logistics" datetime: "2026-03-24T13:20:34.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/280324791.md) - [en](https://longbridge.com/en/news/280324791.md) - [zh-HK](https://longbridge.com/zh-HK/news/280324791.md) --- > Supported Languages: [简体中文](https://longbridge.com/zh-CN/news/280324791.md) | [繁體中文](https://longbridge.com/zh-HK/news/280324791.md) # Gap Group announced that it will launch a checkout feature within Google Gemini, pioneering AI shopping for mainstream fashion brands **Key Points** - Consumers will soon be able to purchase Gap's brand products directly within the Google Gemini platform, making Gap the first major fashion company to offer instant checkout services on this AI platform. - In an increasingly competitive retail industry, the collaboration between Gap and Gemini, along with its consumer-facing AI tool upgrades, will provide a competitive advantage. - Gap's Chief Technology Officer, Sven Gjeitz, told CNBC that compared to OpenAI's ChatGPT, Gemini's intelligent agent shopping model allows retailers to better control the shopping experience. According to exclusive reports from CNBC, Gap Inc. will collaborate with Google Gemini to allow consumers to complete checkout directly on this AI platform, making it the first mainstream fashion company to work directly with this tech company to promote intelligent agent e-commerce. This collaboration comes as more consumers are moving away from traditional search methods and turning to AI platforms to discover products, forcing retailers to rethink their marketing strategies to remain competitive and not miss consumer demand. “It’s no longer just about keyword searches, right? It’s more about conversational interactions, so we need to adapt to this trend,” Gap's Chief Technology Officer, Sven Gjeitz, said in an interview with CNBC. “For example, ‘I’m going to a wedding, what should I wear?’ or ‘I have a job interview, what’s a suitable outfit style?’ In such scenarios, we need to connect accurately.” When consumers search for new jeans or a suitable loose hoodie on Gemini, if the platform determines that some of Gap's products meet the needs, users can purchase Gap's brand products directly on the platform without being redirected to the brand's official website. The product information displayed to consumers is not scraped from Gap's official website but is provided in advance by the retailer to Gemini to ensure accuracy, continuously collect user data, and better control the user experience. If consumers decide to make a purchase, they can complete the checkout via Google Pay, while Gap is responsible for delivery and other logistics matters. The retail brand stated that the relevant features are still in the testing phase. Gjeitz mentioned that the company expects to launch this service to consumers "soon." Additionally, Gap's self-developed AI sizing tool called Bold Metrics is also set to launch, helping consumers find the right size when shopping online. In the context of an increasingly fragmented and fiercely competitive fashion industry, the collaboration between Gap and Gemini, along with its consumer-facing AI tool layout, will help build competitive barriers. Theoretically, as long as the retailer's website data can be read by the AI platform, the platform will display products that match user needs in the conversational results, but retailers still need to do a lot of work to ensure that products are presented correctly For example, if a consumer searches for a sun dress on an AI platform and a certain brand has related products, but the data cannot be recognized by the large language model, that brand will miss out on the order. Currently, most large enterprises are applying and implementing AI in various ways, but so far, Gap's main competitors have not announced similar collaborations with Gemini. Gajetz stated that the smart agent e-commerce solution launched by Gap this time is a first-generation version, and it will continue to iterate and optimize in the future. He revealed that at this stage, consumers cannot bind their membership accounts or use points for discounts, which may cause inconvenience for loyal consumers, but this feature will be gradually added later. "We will continue to optimize the experience and launch features that consumers need; this is our clear plan and direction," Gajetz said. "I believe this is just the beginning; our entire industry is exploring how to create a smart agent e-commerce model that truly fits consumers." **The AI Battle in the Retail Industry** Before Gap's collaboration with Gemini, OpenAI had signed similar agreements with companies like Walmart and Etsy, but later withdrew its plan to provide direct checkout services within the application. Although the number of users selecting products through AI platforms continues to grow, their proportion among overall consumers remains low, and the scale of users willing to complete checkout directly within large language models is still unclear. Some consumers have concerns about entering credit card information on the platform, while others prefer shopping within the retailer's own app, as their store credit cards and membership points are linked to their own platform. Thanks to the long-term interaction between consumers and Google, and the fact that user payment information is already stored within Google's system, some consumers may feel more comfortable completing checkout through Gemini compared to emerging AI platforms like OpenAI's ChatGPT. In some dimensions, the Gemini platform is also more advanced. Google recently released updates that can show users real-time product data, avoiding issues like out-of-stock items and pricing errors. Consumers can also add multiple items to their shopping cart, and in some scenarios, they can bind their membership accounts—two features that OpenAI has not fully implemented. Gajetz stated that OpenAI and Gemini use two different smart agent e-commerce protocols. The "Universal E-commerce Protocol" used by Gap on Gemini aims to allow merchants to better control the overall shopping experience, while OpenAI's "Smart Agent E-commerce Protocol" focuses more on product discovery. "This field is developing rapidly... We are all iterating and exploring together. What the market will look like in five years, who will become the final winner, and how fragmented the industry will become are all unknowns," Gajetz said. 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