Jennifer Braun
Published March 25, 2026Print
Text size
Gap Inc. introduces AI-powered tools to enhance online shopping
Jennifer Braun
Published
March 25, 2026
Gap Inc. is rolling out two new AI technologies aimed at improving online shopping and reducing purchase friction.
The company, parent to Old Navy, Gap, Banana Republic and Athleta, announced the introduction of personalized fit guidance powered by Bold Metrics’ Agent Sizing Protocol alongside support for Google’s new Universal Commerce Protocol (UCP), which is designed to enable more seamless conversational and agent-driven commerce experiences.
A key focus of the rollout is addressing sizing uncertainty, one of the primary barriers to apparel purchases online. Through its partnership with Bold Metrics, Gap Inc. is embedding predictive fit recommendations directly into AI-driven shopping experiences, allowing customers to receive personalized size guidance within conversational interfaces rather than relying on traditional size charts.
Likewise, Gap Inc. is also preparing its brands for a shift toward AI-powered discovery and purchasing by supporting Google’s Universal Commerce Protocol. The technology enables products to appear accurately and transaction-ready within conversational AI platforms, allowing customers to <a href="https://bitcomme.com/a-complete-guide-for-brands-in-2026/” title=”A Complete Guide for Brands in 2026″>complete purchases directly while using Google Search’s AI Mode or the Gemini app.
“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.”
