Gap Inc. (NYSE: GAP), the parent company of Old Navy, Gap, Banana Republic and Athleta, introduced two new AI technologies designed to make online shopping simpler and more confident for customers: personalised fit guidance from Bold Metrics’ Agent Sizing Protocol and support for Google’s new Universal Commerce Protocol (UCP), to enable more seamless conversational and agentic commerce experiences.
As many retailers continue to test isolated AI use cases, Gap Inc. has rebuilt its digital foundation to support AI end-to-end. Built on unified Google Cloud data, AI-ready architecture, and disciplined governance, the company is scaling intelligence across every journey – not as a side initiative, but as part of its operating model.
“We are not pursuing AI for novelty,” said Sven Gerjets, Chief Technology Officer, Gap Inc. “These partnerships are about solving real customer problems; helping shoppers feel confident about fit and making it easier to complete a purchase. They also reflect the holistic AI strategy we have built to scale intelligence across the enterprise in a disciplined way that drives measurable value over time.”
Uncertainty about size remains a major barrier to buying apparel online. Through Bold Metrics, Gap Inc. is embedding predictive fit guidance directly into AI-driven shopping flows.
Instead of relying on static charts, customers receive personalised size recommendations within conversational experiences, at the moment they are ready to buy. By integrating fit intelligence into the purchase path, Gap Inc. is making sizing a core capability of agentic commerce.
As shopping shifts from traditional search engines to AI-powered answer engines, Gap Inc. is ensuring its brands appear accurately and transaction-ready within conversational AI experiences.
Through Universal Commerce Protocol (UCP), Gap Inc. will meet their customers wherever they choose to shop, with products ready for seamless checkout across emerging AI-native environments. Customers will be able to purchase products from Gap while using and searching in AI Mode in Google Search and the Gemini app.
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Fibre2Fashion News Desk (MS)
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