Name: Gap 等零售商如何大力投資 AI 合作夥伴關係！ (How Retailers Like Gap Are Betting Big On AI Partnerships)
Uploaded: 2026-03-25T00:42:06.000Z
Duration: 3 min 25 s

Right now we are in the middle of an AI revolution,

to 不定詞

and that revolution is going to change the way that we're shopping.

而這場革命將改變我們的購物方式。

情態助動詞 A2

And retailers are scrambling to figure out how they can make sure they're showing up on AI platforms when people are looking for new items.

零售商們正努力想辦法，確保當人們尋找新商品時，他們的商品能出現在 AI 平臺上。

We're all kind of evolving and learning together, and, uh, who knows what—what the space will look like in 5 years, who will kind of be crowned the victor.

我們都在一起演進和學習，誰知道五年後這個領域會是什麼樣子，誰又會是贏家。

Gap is doing what they call the Universal Commerce Protocol.

Gap 正在做他們稱之為通用商業協議的事。

What this allows them to do is show up on LLM platforms, particularly Google's Gemini, when people are shopping and asking Gemini for help looking for clothes.

這讓他們能在 LLM 平臺，特別是 Google 的 Gemini 上出現，當人們購物並尋求 Gemini 協助尋找衣服時。

So let's say I'm taking a vacation and I'm in Gemini,

假設我正在度假，並且在使用 Gemini，

and I'm like, "I need the perfect dress to wear out to a night in Key West." And because Gap has formulated their data in a way, they're going to show up if it's a good fit for their items, along with other peer companies.

我會說：「我需要一件完美的洋裝，適合在 Key West 的夜晚穿。」因為 Gap 已經格式化了他們的資料，如果他們的商品適合，他們就會和其他同業公司一起出現。

I get a range of dress options for what I'm looking for.

我會得到一系列符合我需求的洋裝選項。

And let's say I like a dress from Old Navy.

假設我喜歡一件 Old Navy 的洋裝。

and all of the things that I'm seeing is something that Gap is powering, so it's making sure it's kind of controlling that customer experience.

然後我看到的所有東西都是由 Gap 提供的，所以它能確保它在某種程度上控制著客戶體驗。

And then I'm able to check out directly within Gemini.

然後我可以直接在 Gemini 上結帳。

The idea is agentic commerce, being able to buy directly on Gemini, for example, will make the shopping experience more simple.

代理式商業的概念，例如可以直接在 Gemini 上購買，將會讓購物體驗更簡單。

And they also need to make sure that their websites are crawlable by AI LLM bots, so that when I am searching for that perfect dress to wear in April in Key West, if the data is done right on the retailer's website, then that dress is going to show up in the LLM.

他們也需要確保他們的網站可以被 AI LLM 機器人爬取，這樣當我正在尋找適合在 Key West 四月穿的完美洋裝時，如果零售商網站上的資料處理得當，那麼那件洋裝就會出現在 LLM 中。

It's very much designed so that we continue to own the relationship and the experience and, you know, the customer data.

它的設計宗旨是讓我們能夠持續擁有顧客關係、體驗以及顧客資料。

The second thing that Gap is doing is they are using AI-powered sizing tools.

Gap 做的第二件事是他們正在使用 AI 驅動的尺寸測量工具。

So one of the biggest issues for online retail is returns.

所以線上零售最大的問題之一就是退貨。

You have to make a trip to UPS and print out a label and do all of that,

你必須跑一趟 UPS、印出標籤，做所有這些事，

but also it's very costly for the company.

With this AI-powered sizing tool, customers are going to be able to put in some basic information about their size and their weight and how they like to wear clothes.

透過這個 AI 驅動的尺寸測量工具，顧客可以輸入一些關於他們的尺寸、體重以及他們喜歡的穿著方式的基本資訊。

They don't actually have to upload any photos or anything like that.

他們實際上不需要上傳任何照片或類似的東西。

There's a real stack to win there for both the customer and the company, uh, by solving this area.

這對顧客和公司來說都有很大的贏面，透過解決這個領域的問題。

And that's why it's so important that we're rolling this out very early on.

這就是為什麼我們這麼早就推出這個非常重要。

This idea of data privacy and safety is one of the things that might actually slow down implementation of AI shopping and agentic commerce, because some consumers absolutely are concerned about putting their, for example, sizing information within an AI engine on Gap's website, um, being able to check out directly on an AI platform.

資料隱私和安全這個想法，可能會減緩 AI 購物和代理式商業的實施，因為有些消費者非常擔心將他們的尺寸資訊，例如，放在 Gap 網站上的 AI 引擎裡，然後直接在 AI 平臺上結帳。

How are they going to use my credit card information?

他們要如何使用我的信用卡資訊？

What if the AI bot goes rogue and starts going on a shopping spree?

如果 AI 機器人失控，開始亂買東西怎麼辦？

And there is going to be kind of this ramp-up period where people, you know, need to be kind of sold on the safety of this.

而且會有一段過渡期，讓大家需要被說服相信它的安全性。

That's one of the edges that Gap has by working with Google.

這就是 Gap 與 Google 合作所擁有的優勢之一。

This is a company that we have known for decades, right?

這是一家我們認識幾十年的公司，對吧？

As it becomes more mature, we're going to learn a lot more about this.

隨著它變得更成熟，我們將會學到更多。

We might even find that customers hate shopping on LLMs,

我們甚至可能會發現，顧客討厭在 LLM 上購物，

and all of this work really doesn't end up having any staying power.

而所有這些努力最終可能都無法持久。

But it's where commerce is headed at the moment,

但這就是目前商業的發展方向，

and it's how retailers are kind of meeting this AI revolution.

這也是零售商們如何應對這場 AI 革命。