Gap's CTO on AI: Amplifying Human Potential, Not Replacing People

Gap's CTO on AI: Enhancing Human Potential in Retail

Gap Inc. is making a significant investment in artificial intelligence (AI), but unlike some companies, its focus is not on replacing human workers. Instead, the retail giant is using AI to amplify the capabilities of its employees, allowing them to focus on creativity and customer service. This strategic approach was recently highlighted by Sven Gerjets, Gap’s Chief Technology Officer (CTO), who emphasized the company’s commitment to ethical AI development.

In a recent event at Gap’s San Francisco headquarters, Gerjets hosted Bret Taylor, Founder of Sierra and Chair of OpenAI, for a discussion on the future of AI in the retail sector. The event, which included both in-person and virtual attendees, explored how AI can transform retail operations and customer experiences. Gerjets shared his key insights from the discussion on LinkedIn, underscoring Gap’s vision for AI as a tool to enhance human potential rather than automate jobs.

The Role of AI in Retail Innovation

Gap’s approach to AI reflects a broader trend in the retail industry. Many forward-thinking companies are leveraging AI to boost productivity and innovation without compromising human roles. Gerjets noted that the true value of AI lies in its ability to enable employees to imagine more, serve customers better, and work more efficiently. This perspective is crucial in an era where machine learning tools are becoming increasingly powerful.

One of the critical aspects of Gap’s AI strategy is responsible innovation. The company is committed to building AI systems that are sustainable and trustworthy, with a focus on minimizing energy impact and ensuring ethical use. This approach not only benefits Gap’s employees and customers but also sets an example for other companies looking to integrate AI into their operations.

AI Recognition at the RTIH Innovation Awards

The transformative power of AI in retail was also a prominent theme at the 2025 RTIH Innovation Awards. Several companies, including VoCoVo, Everseen, and Sensei, were recognized for their innovative use of AI to improve customer experiences, optimize operations, and drive growth in the retail sector. The awards highlighted the diverse applications of AI, from enhancing customer service to streamlining supply chains.

Scott Thompson, Founder and Editor of RTIH, noted the impressive range of innovations showcased at the event. This year’s awards received a record number of entries, reflecting the resilience and dynamism of the retail industry in challenging times. The ceremony, hosted by comedian Tiff Stevenson, celebrated the achievements of the winners and the contributions of sponsors and judges.

Advancements in Retail Technology

The retail technology landscape is evolving rapidly, with several companies making headlines for their innovative solutions. Walmart, for instance, is re-engineering its supply chain with AI-driven technologies to improve efficiency and reduce costs. Meanwhile, Starship Technologies is deploying delivery robots in Hamburg, Germany, to revolutionize last-mile delivery.

Other notable developments include Frasers Group becoming the first European retailer to adopt commercetools’ agentic commerce suite, and YEEP! launching a solar-powered parcel locker network in the UK. M&M’s also made news by incorporating augmented reality into a Disneyland Paris Halloween competition, showcasing the creative use of technology in marketing.

Challenges and Opportunities Ahead

While Gap’s emphasis on amplifying human potential with AI is a positive step, the success of this approach depends on investing in employee training and development. Ensuring that workers have the skills to effectively use AI-powered tools is essential for maximizing the technology’s benefits. Additionally, companies must address the ethical implications of AI, such as bias and data privacy, to maintain public trust.

The future of retail is closely tied to the responsible and strategic use of AI. Companies that embrace AI to enhance human capabilities, improve customer experiences, and drive sustainable growth will gain a competitive edge. As Gerjets noted, staying curious and learning to use these new tools will unlock incredible opportunities for both individuals and organizations.