Gap buys machine learning startup CB4 in latest tech acquisition

Gap has acquired Israeli machine learning startup CB4 in a bid to boost customer experience across its store estate through predictive analytics and demand sensing.

CB4, which already works with Levi’s, Urban Outfitters and Lidl, will see its team now join Gap as full-time employees.

The acquisition was spearheaded by the fashion retailers ‘strategic growth office’, which focuses on fuelling growth across its brands through new technologies.

“We believe artificial intelligence and machine learning will shape the future of our industry,” Gap’s chief growth transformation officer Sally Gilligan said.

READ MORE: Gap acquires 3D try on startup Drapr

“Gap Inc. has experience working with CB4’s world-class data scientists, so we understand the impact and the wide applications their science can have across sales, inventory and consumer insights, as well as its potential to unlock value and enhance the customer experience.”

Gap’s strategic growth office also acquired 3D fitting technology firm Drapr in August last year.

Drapr is used to help customers find the best clothing size and fit for their personal style using 3D technology meanwhile helping retailers reduce unnecessary returns.

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