Gap Inc. Innovates with AI Sizing Tools for Enhanced E-Commerce
Gap Inc. is pioneering artificial intelligence-driven sizing tools to advance “agentic commerce,” where AI assists consumers in making purchasing decisions. As noted by CTO Sven Gerjets, “AI should remove friction, not add it.” Sizing has historically posed challenges in apparel, leading to high return rates and stalling sales conversions. In collaboration with Bold Metrics, Gap is testing a new protocol designed to offer personalized size recommendations, addressing the industry’s pressing fit issues. Bold Metrics CTO Morgan Linton emphasizes that current AI agents struggle with fitting, which hinders customer satisfaction. The Agentic Sizing Protocol engages shoppers in a conversational manner, generating tailored size suggestions from limited inputs and garment fit data. This innovative system enables a smoother shopping experience by combining individual body data with preferences, ensuring customers receive accurate, human-readable sizing guidance. Ultimately, this initiative is set to redefine e-commerce by enhancing customer confidence and reducing transaction friction.
