As many retailers continue to test isolated AI use cases, Gap Inc. has rebuilt its digital foundation to support AI end-to-end.
Gap Inc., the parent company of Old Navy, Gap, Banana Republic and Athleta, introduced two AI tools intended to make online shopping more straightforward for customers: fit guidance from Bold Metrics’ Agent Sizing Protocol and support for Google’s Universal Commerce Protocol (UCP), to enable more consistent conversational and automated commerce experiences.
As many retailers continue to test individual AI use cases, Gap Inc. has updated its digital foundation to support AI across its operations. Built on unified Google Cloud data, a modern architecture, and established governance practices, the company is applying data and AI across customer and business processes 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.”
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Helping Customers Feel Confident About Fit
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’re ready to buy. By integrating fit intelligence into the purchase path, Gap Inc. is making sizing a core capability of agentic commerce.
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Optimising the Customer Experience at the LLM Layer
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 its 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.
Together, predictive sizing and AI-native commerce reduce friction at two critical moments: choosing the right size and completing the purchase.
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