Gap is ramping up its use of artificial intelligence for e-commerce
Gap is investing in AI. The American company, which owns the Gap, Banana Republic, Old Navy, and Athleta brands, has unveiled two new technologies designed to simplify and improve the reliability of its customers’ online shopping experience. These include a personalized size guide powered by Bold Metrics ’ “Agent Sizing” protocol and support for Google’s new “Universal Commerce Protocol.”
Predictive AI to Overcome Barriers to Purchase
In a press release, the company confirms that uncertainty about sizing remains one of the main barriers to buying clothes online. Thanks to Bold Metrics, the apparel giant is directly integrating a predictive sizing guide into its AI-powered shopping processes.
Instead of relying on static size charts, customers receive personalized size recommendations through conversational experiences, right when they’re ready to buy. By integrating size-selection intelligence into the customer journey, Gap makes this step a key feature of AI-powered commerce. Leveraging unified data from Google Cloud, the company is embedding AI at the core of its operational model.
A custom "digital twin"
The system is based on Bold Metrics’ core technology—according to WWD —which creates a “digital twin” of the shopper’s body using minimal information and combines it with garment fit data. “This allows for a more nuanced approach to size selection, taking into account not only body measurements but also individual preferences, such as wanting a roomier jacket to facilitate layering.”
A comprehensive strategy focused on solving real-world problems
“We’re not adopting AI just for the sake of novelty,” says Sven Gerjets, Gap’s Chief Technology Officer (CTO). “ “These partnerships are designed to solve real problems for customers, helping shoppers feel confident about the fit of their clothes and making it easier to complete a purchase. They also reflect the overall AI strategy we’ve put in place to deploy intelligence across the entire company in a disciplined manner, creating measurable value over time.”