Gap Inc. (NYSE: GAP), the parent company of Old Navy, Gap, Banana Republic and Athleta, introduced two new artificial intelligence technologies designed to make online shopping simpler and safer for customers: personalized fit guidance from Bold Metrics' Agent Sizing Protocol and support for Google's new Universal Commerce Protocol (UCP), to enable more seamless conversational and agency commerce experiences.
Gap Inc. is integrating AI into its digital ecosystem, introducing personalized fit recommendations and conversational payment through Google's UCP. By incorporating predictive sizing and enabling seamless shopping within AI platforms like Google Search and Gemini, the company aims to reduce friction, increase trust, and improve end-to-end online shopping experiences.
While many retailers continue to test isolated AI use cases, Gap Inc. has rebuilt its digital foundation to support end-to-end AI. Built on unified Google Cloud data, an AI-ready architecture, and disciplined governance, the company is extending intelligence into every journey, not as a side initiative, but as part of its operating model.
“We're not pursuing AI for novelty,” he said. Sven Gerjets, Chief Technology Officer, Gap Inc. “These partnerships aim to solve real customer problems; help shoppers feel confident about their fit and make it easier to complete a purchase. They also reflect the holistic AI strategy we've created to scale intelligence across the enterprise in a disciplined way that drives measurable value over time.”
Uncertainty about size remains a major barrier to purchasing clothes online. Through Bold Metrics, Gap Inc. is incorporating predictive fit guidance directly into AI-powered shopping flows.
Instead of relying on static graphics, customers receive personalized size recommendations within conversational experiences, the moment they're ready to buy. By integrating fit intelligence into the path to purchase, Gap Inc. is making sizing a core capability of agent commerce.
As shopping shifts from traditional search engines to AI-powered answer engines, Gap Inc. is ensuring its brands appear accurate and transaction-ready within AI conversational experiences.
Through the Universal Commerce Protocol (UCP), Gap Inc. will meet its customers wherever they choose to shop, with products ready for seamless payments in emerging AI-native environments. Customers will be able to purchase Gap products while using and searching in AI mode on Google Search and the Gemini app.
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Fiber2Fashion News Desk (MS)
