The company is offering personalised fit recommendations using Bold Metrics’ Agent Sizing Protocol and support for Google’s new Universal Commerce Protocol, enabling greater ease in conversational and agent-based e-commerce transactions.
Through the use of Google Cloud’s unified data, AI-focused architecture, and structured governance, Gap claims to apply AI throughout its operations. This approach positions intelligence as a core component of its “operating model” rather than a side initiative.
Gap chief technology officer Sven Gerjets said: “We are not pursuing AI for novelty. 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.”
By integrating Bold Metrics’ predictive fit technology into its AI-driven shopping platforms, Gap offers customers with personalised size recommendations during conversational interactions, rather than using traditional size charts.
This integration introduces sizing advice directly within the purchase process, making fit guidance a standard part of the online transaction.
Additionally, the implementation of the Universal Commerce Protocol will help Gap’s product listings remain accurate and accessible within AI-powered environments, such as AI Mode in Google Search and the Gemini app.
This feature allows customers to make purchases directly from these platforms, thereby streamlining the transition from product discovery to payment.
According to Gap, the combination of predictive sizing and AI-powered commerce “reduce friction” during size selection and the final transaction process.
Gap offers clothing, accessories, and lifestyle products under Old Navy, Gap, Banana Republic, and Athleta brands. The company recorded total net sales of $15.4bn for fiscal year 2025, hitting the upper end of its outlook.
