Gap Inc. will introduce artificial intelligence (AI) solutions to two key parts of its online retail experience: finding correct sizes and checking out.

The company owns its namesake Gap brand as well as Old Navy, Gap, Banana Republic and Athleta. Gap detailed its introduction of personalized fit guidance, which uses the technology vendor Bold Metrics’ Agent Sizing Protocol. It also detailed separate support for Google’s Universal Commerce Protocol (UCP). With its announcement, Gap follows Best Buy, Wayfair and other retailers with its adoption of Google’s protocol for connecting merchants’ checkout flows and transactions within conversational interfaces.

Gap Inc. ranks No. 20 in the Top 2000 Database. The database tracks North America’s largest online retailers by their annual ecommerce sales and more.

What are Gap’s new AI use cases?

Personalized fit support and support for UCP in online checkout are just two of the ways in which Gap is using AI for its customers and operations. The company characterized the moves as part of its goal to scale “intelligence across every journey,” making AI part of its operating model.

“We are not pursuing AI for novelty,” said Sven Gerjets, chief technology officer at Gap, in a released statement. “These partnerships are about solving real customer problems — helping shoppers feel confident about fit and making it easier to complete a purchase.”

That ambition extends to other parts of the shopper experience as well.

“They also reflect the holistic AI strategy we’ve built to scale intelligence across the enterprise in a disciplined way that drives measurable value over time,” Gerjets said.

How Bold Metrics’ Agentic Sizing Protocol works

Gap is a launch partner for Bold Metrics’ Agentic Sizing Protocol. Bold Metrics said it designed the protocol to help customers find their correct size when shopping for apparel in conversational agentic commerce experiences.

Bold Metrics’ Agentic Sizing Protocol in use | Image credit: Bold Metrics press release

“AI shopping agents hitting the market right now struggle to answer the most critical question in apparel,” said Morgan Linton, chief technology officer at Bold Metrics. “The moment a shopper asks, ‘What size should I get?’ the AI agent does not have a clear path to accurately determine the right size.”

The technology provider designed its protocol to address this issue through a series of questions that ultimately guide the conversation toward identifying correct sizes.

“Agentic Sizing Protocol addresses this gap and enables a much more personalized agentic decision process that goes beyond size and captures a shopper’s unique fit preference,” Linton explained. “In agentic commerce, every second of delay drives abandonment, so performance isn’t optional; it’s critical.”

Gap’s use of Google’s UCP

As for Google’s UCP, Gap sees the protocol as a solution for helping its brands to be better represented with AI-powered discovery platforms.

With the protocol, shoppers will be able to find and purchase products sold by Gap using AI Mode in Google Search, as well as in the Gemini app.

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