Gucci vs Gap Inc.

When does an AI-generated ad become 'slop'?

Julie Seal, founder of Republic of Imagination, describes producing a social video campaign created entirely with AI for an unnamed Japanese FMCG brand and reflects on whether fully AI-made work risks becoming low-quality 'AI slop.' She argues AI is an instrument that can accelerate production but cannot replace creative judgement, and that quality depends on human direction, craft and the visible 'trace of caring.' Seal also notes persistent technical limits in AI video (accents, character consistency), recommends keeping records of how AI-generated work is conceived and assembled, and cites an AI-generated definition of 'AI slop' as "Low-effort, generic AI-generated content." The piece is an opinionated exploration of creative standards as AI scales production.

• Julie Seal's Republic of Imagination is producing a social video campaign created entirely with AI.
• The campaign is for an unnamed Japanese FMCG brand.
• Seal argues AI is an instrument that can accelerate production but cannot decide what creative work deserves to exist; human direction and taste remain critical.

Old Navy Launches Old Navy Sport Subbrand for Activewear

Old Navy, a brand of Gap Inc., has introduced a new subbrand, Old Navy Sport, consolidating its activewear assortment under a dedicated identity. The launch, announced on September 15, 2026, includes refreshed styles, updated colors, and modern silhouettes aimed at providing both performance and value. Old Navy Sport will be available in all stores, with immersive shop-in-shops in over 40 locations, and will be promoted across OldNavy.com, the mobile app, and a new @OldNavysport social handle. The move leverages Old Navy's strength in activewear, which has been a key category amidst otherwise challenging sales. According to Circana data, Old Navy ranks fifth in the U.S. activewear market. The subbrand aims to strengthen consumer affiliation, similar to Dick's Sporting Goods' Calia and Target's private labels, as the activewear category remains competitive with growing consumer interest in fitness and health.

• Old Navy launched Old Navy Sport subbrand on Sept. 15, 2026.
• Old Navy Sport will be sold in all Old Navy stores with shop-in-shops in over 40 locations.
• Old Navy ranks fifth in the U.S. activewear market per Circana data.

Retailers Invest in AI for Supply Chain and Shopping

Major retailers, including Gap, Dollar General, Ulta Beauty, and Kohl's, are accelerating AI adoption across supply chain, customer experience, and internal operations, as revealed in their Q2 earnings calls. Ulta's CEO Kecia Steelman highlighted early AI adoption for productivity and scaling opportunities, with new CTO Kelly Garcia advancing tech initiatives. Gap's capital expenditure for technology and supply chain is set at $650 million. Ulta uses AI for sourcing, inventory optimization, and AI-powered search and discovery, including its on-site shopping agent Ulta AI. Kohl's CEO Michael Bender reported early positive results from its AI shopping assistant, improving conversion and revenue per visit. Dollar General's CEO Todd Vasos mentioned building agentic operating systems for enterprise workflows, with net sales up 5.2% to $11.3 billion. Bain partner Aaron Cheris notes that most retailers are applying AI to specific areas rather than pursuing full AI transformation, with examples like Home Depot's Magic Apron and Walmart's Sparky.

• Gap Inc. expects capital expenditure of $650 million this year for stores, technology, and supply chain.
• Ulta Beauty is investing in AI for supply chain, search, and discovery, and promotes its Ulta AI shopping agent.
• Kohl's AI shopping assistant is resulting in stronger conversion and higher revenue per visit.

Gap, FIT and BroSis Partner to Expand Creative Learning and Career Exploration for New York City Youth

Gap Inc. announces a partnership with FIT and BroSis to expand creative learning and career exploration opportunities for New York City youth.