Background

Gap Inc. was in the position to meet and exceed customer expectations by utilizing generative AI but they lacked established guidelines or goals that would ensure customer advocacy.

The UX team had an appetite for using tools that required a set of standards to ensure a transparent use of the technology. By setting those standards early on, I was able to impact the Gap Inc. approach to AI at the UX level then again at the org-level later on.

Approach

I drove voice and tone development for multiple generative AI projects. We started with language already familiar to the brand users and tested conversation output by changing the language used. How does the bot respond if we tell it to be “friendly” instead of “casual.” These adjustments allowed us to hone in on an authentic and comfortable experience for that specific brand’s shoppers.

Deliverables

Two primary projects were driven by our exploration of AI.

First, a style bot was introduced to the Athleta shopper to help them navigate the brand’s products in a conversational way.

Review summaries were also added to individual product pages. This required both a look at how to honestly summarize all reviews and a redesign of the UI. Product reviews are one of the most important tools for our shoppers. The new summaries made the information easier to process.

Outcomes

As is common for new applications, these projects are expected to scratch the surface of what’s possible with generative AI. With iterative work, Gap will build on initial capabilities with the customer experience and brand in mind.

We anticipate improved conversion, net promoter score, customer experience, and an enhanced online experience.

Additional details will be added to this portfolio as they are made public.