Gap is about to let customers buy clothes without ever visiting a traditional online checkout page. The retailer has partnered with Google to allow shoppers to complete purchases and pay directly through the tech giant's Gemini AI assistant.
Gap's chief technology officer, Sven Gerjets, told CNBC that the company expects to roll out the AI-powered checkout feature to all customers "imminently," making Gap the first major fashion brand to embrace what's known as "agentic commerce" through a direct partnership with a tech company. The feature is currently being tested, with loyalty account integration and points redemption expected to follow after the full launch.
The move raises important questions about the future of online retail — and whether consumers actually want an AI middleman handling their credit card information. Still, the market is clearly heading in this direction, and Gap appears determined to be at the front of the line.
According to The U.S. Sun, Google's Gemini AI launched in December 2023, marketed with the promise to "supercharge your creativity and productivity." Now, the tool is expanding beyond creative tasks into the realm of direct purchasing, allowing users to browse, select, and pay for Gap products entirely within the Gemini interface.
Gerjets framed the initiative as an early step in a longer evolution. "It's a very first experience in, I think, a journey that we're all on to really nail what agentic commerce is for the customers," he told CNBC. The implication is clear: this is version one, not the finished product.
Currently, tests of the feature are underway. Customers cannot yet link loyalty accounts or spend points toward a transaction, but that functionality is expected sometime after the full rollout. Gap is also integrating an AI-backed sizing tool called "Bold Metrics," which is expected to launch in the coming months as well.
Gerjets made it clear that Gap isn't putting all its eggs in Google's basket. "For us, it's important that we work with all of them, because we really want to meet our customers where they want to be," he said. That philosophy suggests additional platform partnerships could follow.
Gap isn't alone in exploring AI-driven shopping experiences. OpenAI has reportedly been making similar collaboration deals with Etsy and Walmart, per WIRED, though OpenAI paused its plans to offer checkout within ChatGPT. Some retailers like Lowe's are even rolling out new "voice" agents powered by AI this year. The competitive landscape is heating up quickly. As more retailers experiment with AI-assisted purchasing, the question of which platform — Gemini, ChatGPT, or something else entirely — will dominate remains wide open.
From a free-market perspective, this is exactly how innovation should unfold. Private companies identifying consumer friction points, partnering with technology firms, and deploying solutions — all without waiting for a government mandate. The speed of this evolution is notable. Gerjets himself acknowledged the uncertainty ahead.
"The space is moving so quickly…we're all evolving and learning together, and who knows what the space will look like in five years, who will be crowned the victor, or how fragmented the space will be," he said. That candor is refreshing. Nobody knows who wins, and that's what makes markets work.
Meanwhile, regulators are watching. Reports reference a groundbreaking "AI shopping" law that could change the way millions of Americans are charged, though no specific law name, jurisdiction, or date has been provided. For those wary of government overreach, this is worth monitoring closely — regulation imposed too early could stifle the very innovation consumers stand to benefit from.
There's a legitimate reason for some skepticism. Google itself has cautioned that "Gemini will make mistakes and might even say something offensive." If the AI can stumble on basic communication, handing it your payment credentials deserves a raised eyebrow. Consumers should understand the risks before opting in.
That said, competition between Google and OpenAI — and potentially other entrants — should drive improvements rapidly. The market rewards companies that earn trust with security and seamless experiences. Gap's willingness to iterate is a good sign. "We'll continue to evolve the experience and bring the things forward that the customers want, so that is definitely the roadmap and the future," Gerjets said.
For investors and consumers alike, the takeaway is straightforward: agentic commerce is no longer theoretical. Gap has placed its bet, Google is providing the infrastructure, and the checkout process, as we know it, may be entering a new chapter. Whether this becomes the dominant shopping model or a niche convenience, the free market — not bureaucrats — will ultimately decide.