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

What Happened

Gap Inc. is betting big on AI, but not as a replacement for human workers. According to Sven Gerjets, Gap's CTO, the company views AI as a tool to augment employees' capabilities, freeing them to focus on creativity and customer service.

Gerjets recently hosted Bret Taylor, Founder of Sierra and Chair of OpenAI, at Gap's San Francisco headquarters for a discussion on the future of AI. The event brought together hundreds of Gap employees, both in person and via Zoom, to explore the potential of artificial intelligence in the retail sector. Gerjets shared his key takeaways from the conversation in a recent LinkedIn post.

Why It Matters

Gap's approach to AI reflects a growing trend among forward-thinking companies. Instead of fearing job losses due to automation, they are embracing AI as a means to enhance productivity and innovation. Gerjets emphasized that the real opportunity lies in enabling employees to imagine more, serve customers better, and move faster. This perspective is crucial for fostering a positive and productive work environment in the age of increasingly powerful machine-learning tools.

The focus on responsible innovation is another critical aspect of Gap's AI strategy. Building AI systems sustainably, with attention to trust and energy impact, is essential for ensuring that these technologies benefit both people and the planet. This ethical consideration sets a positive example for other companies looking to integrate AI into their operations.

RTIH Innovation Awards Spotlight AI

AI's transformative power was also a major theme at the recent 2025 RTIH Innovation Awards. Several companies were recognized for their innovative applications of AI in retail, including VoCoVo, Everseen, and Sensei. These awards highlight the diverse ways in which AI is being used to improve the customer experience, optimize operations, and drive growth in the retail industry.

The RTIH Innovation Awards received a record number of entries this year, showcasing the resilience and dynamism of the retail space in challenging times. Scott Thompson, Founder and Editor of RTIH, noted the remarkable examples of innovative developments across both traditional and digital retail spaces. The awards ceremony, hosted by comedian Tiff Stevenson, celebrated the achievements of the winners and recognized the contributions of sponsors and judges.

New Retail Tech Developments

The retail technology landscape is rapidly evolving, with several companies making headlines for their innovative solutions. Walmart is re-engineering its supply chain with the help of AI, while Starship Technologies is deploying delivery robots in Hamburg, Germany. Frasers Group has become the first European retailer to tap commercetools agentic commerce suite. These developments demonstrate the growing importance of technology in the retail sector.

Other notable news includes the launch of a solar-powered parcel locker network by YEEP! in the UK, and the use of augmented reality by M&M's in a Disneyland Paris Halloween competition. These examples illustrate the creativity and innovation that are driving the retail industry forward.

Our Take

Gap's emphasis on amplifying human potential with AI, rather than replacing it, is a smart move. It acknowledges the importance of human creativity and critical thinking in a rapidly changing world. However, the success of this approach depends on investing in training and development to ensure that employees have the skills they need to work effectively with AI-powered tools. There's also the challenge of managing the ethical implications of AI, such as bias and data privacy. Retailers that proactively address these issues will be best positioned to harness the full potential of AI while maintaining the public's trust.

Looking Ahead

The future of retail is inextricably linked to AI. Companies that embrace AI responsibly and strategically will gain a competitive edge. The key is to focus on using AI to enhance human capabilities, improve the customer experience, and drive sustainable growth. As Gerjets noted, staying curious and learning how to use these new tools will unlock incredible opportunities for both individuals and organizations. The industry is also seeing developments in delivery, with Starship robots expanding into Germany and various companies piloting solar-powered parcel lockers to provide greater convenience.