Gap to deploy two AI technologies: personalized fit, checkout on Google Gemini
Gap Inc. is set to deploy two new AI technologies designed to make online shopping simpler for customers.
The parent company of Old Navy, Gap, Banana Republic and Athleta said it is introducing predictive sizing and AI-native commerce to reduce friction at two critical moments of the shopping experience: choosing the right size and completing the purchase.
With uncertainty about size remaining a barrier to buying clothes online, Gap will offer personalized fit guidance from Bold Metrics’ Agent Sizing Protocol, embedding the guidance directly into AI-driven shopping flows. Instead of relying on static size charts, customers will receive personalized size recommendations and other insights within conversational experiences — at the moment they’re ready to buy.
By integrating fit intelligence into the purchase path, Gap said it is making sizing a core capability of agentic commerce.
AI-native commerce
Through Google’s “Universal Commerce Protocol” (UCP), Gap said it will be able to meet its customers wherever they choose to shop, with products ready for seamless checkout across emerging AI-native environments.
Shoppers will be able to purchase products across Gap’s portfolio of brands directly while using and searching in AI Mode in Google Search and the Gemini app, without having to be redirected to Gap’s website. Gap will take care of the shipping and any other logistics.
[READ MORE: Google expands capabilities of Agentic commerce standard]
As many retailers continue to test isolated AI use cases, Gap said it 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 said it is scaling intelligence across every journey 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’ve built to scale intelligence across the enterprise in a disciplined way that drives measurable value over time.”
