Gap Inc. CTO Sven Gerjets talks reimagining retail with AI via human centric approach

2025 was the year AI moved from possibility to operating reality at Gap Inc. So says the company’s EVP, Chief Technology Officer Sven Gerjets.

In a LinkedIn post, he said: “We are reimagining retail with AI - and reshaping how we design, plan, serve customers, and enable our talent. That foundation showed up in our results.”

“In 2025, we enabled teams with intelligent tools, began reinventing how product moves from concept to closet, and began optimising the customer experience - all grounded in a human centered, digitally enabled strategy.”

He added: “Most importantly, this progress belongs to an amazing global tech team - driving speed, trust, insight, reinvention, and collaboration across Gap Inc. I’m proud of what we built together in 2025 and excited for what we’ll achieve in 2026 as we continue building momentum. AI isn’t changing who we are. It’s extending what’s possible.”

Encore

Gap Inc. has launched a new membership programme, Encore, running across its Old Navy, Gap, Banana Republic and Athleta brands.

With nearly 40 million active members, this is now live in the US, with enrolment available online and in stores.

Members can unlock: Early access to select products and exclusive drops; Members only cultural moments and partner offerings; Curated behind the scenes content. They can also donate rewards to select charitable organisations.

“Fashion is entertainment, and today’s customers aren’t just buying apparel, they’re buying into brands that shape culture and tell compelling stories,” says Richard Dickson, President and Chief Executive Officer at Gap.

“Encore connects our brands and partnerships in new ways to meet that demand and change how customers engage with our brands. By bringing fashion, entertainment and access together, we are building momentum, deepening relationships and creating long-term value across our portfolio.”

“Encore is a powerful new tool to bring our Fashiontainment platform to life,” says Pam Kaufman, Chief Entertainment Officer at Gap. “Through partners like Disney, NBCUniversal and AMC Theatres, we can translate what people love on screens and stages into experiences they can actually access - from early drops and exclusives to cultural moments you can’t get anywhere else. It’s a new way to participate in entertainment through style, and to feel closer to our brands.”

“Fans no longer just watch culture unfold - they live it, celebrate it, and want to be part of it. Encore unlocks the power of Universal’s iconic stories, transforming unforgettable entertainment moments into new experiences,” says Vince Klaseus, President, Universal Products & Experiences. “Through our partnership with Gap, we’re extending the reach of our beloved franchises in ways that feel authentic and exciting for fans.”

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.