Gap Skips the Website. Shoppers Will Soon Be Able to Buy Directly in Gemini.
The Agentic Sizing Protocol enables a much more personalized agentic decision process that goes beyond size and captures a shopper's unique fit preference.
Gap Inc. has announced two new AI tools designed to reduce friction in online shopping, helping shoppers select the appropriate fit and complete a purchase. The company announced the development at Shoptalk Spring, a leading retail conference, on March 24.
Through Bold Metrics, the first tool, Agentic Sizing Protocol embeds personalized fit guidance directly into AI-driven shopping flows.
Instead of relying on static size charts, customers will receive size recommendations within conversational AI experiences when they are ready to buy. Gap participated in the protocol's launch as a named partner.
"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.”
He said that the 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.
The second tool is Google's Universal Commerce Protocol (UCP), which allows shoppers to purchase products from Gap's brands directly within Google's Gemini app and AI Mode in Google Search, without being redirected to Gap's website.
Gap is the first major fashion company to offer direct checkout within Gemini. Checkout will be processed via Google Pay, with Gap handling shipping and logistics.
Unlike OpenAI's Instant Checkout, which scraped retailer websites for product data, Gap will provide product information directly to Google in advance. This will give the company control over accuracy, customer data, and the overall shopping experience, as stated by Gap.
"We are not pursuing AI for novelty," said Sven Gerjets, Chief Technology Officer at Gap Inc. "These partnerships are about solving real customer problems, helping shoppers feel confident about fit and making it easier to complete a purchase.”
Gerjets said Gap expects to deploy the Gemini checkout experience to customers imminently, though it is still in testing. He also said that loyalty account linking and points redemption will not be available at launch but are on the roadmap.
Gap's brands including Old Navy, Gap, Banana Republic, and Athleta are all covered under the announcements. The company has also said that it has rebuilt its digital foundation on unified Google Cloud data and AI-ready architecture to support both tools.