Gap Inc. brands, including Old Navy, Gap, Banana Republic and Athleta, will soon be shoppable via Google Gemini through adoption of Google’s Universal Commerce Protocol (UCP). The company also announced that it is an early partner of Bold Metrics’ new Agentic Sizing Protocol (ASP), which offers embedded fit guidance in AI-driven shopping experiences.
The goal for Gap is to reduce friction at two critical points in the AI shopping journey — choosing the right size and completing the purchase: “We are not pursuing AI for novelty,” said Sven Gerjets, Chief Technology Officer at Gap Inc. in a statement. “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.”
To prepare for this moment, Gap Inc. has rebuilt its digital foundation to support AI end-to-end, building on unified Google Cloud data with an AI-ready architecture and disciplined governance, the company said in a statement.
Gap Enables Direct Checkout in Gemini, Google AI Mode
Through Google’s UCP, Gap Inc. will make its products available for seamless checkout across emerging AI-native environments, beginning with Google’s AI Mode and the Gemini app.
The partnership further highlights the diverging trajectories of Gemini and OpenAI’s ChatGPT. OpenAI has begun scaling back its plans to introduce checkout directly inside ChatGPT and instead chosen to focus on having checkout take place inside of specific apps that plug into ChatGPT. At the same time, Google has introduced new capabilities for UCP that not only enable direct checkout but also loyalty integration, multi-item carts and real-time catalog updates.
Gap to Serve as Early Partner of Agentic Fit Guidance Technology
In addition to now supporting UCP, Gap Inc. also is an early test partner for Bold Metrics’ new protocol to embed fit guidance directly into AI-driven shopping flows. Instead of relying on static charts, customers will receive personalized size recommendations within conversational experiences.
“AI shopping agents hitting the market right now struggle to answer the most critical question in apparel — the moment a shopper asks, ‘What size should I get?’,” said Morgan Linton, CTO of Bold Metrics in a statement. “The AI agent does not have a clear path to accurately determine the right size. 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.”
ASP is a lightweight, token-optimized protocol built specifically for AI-native commerce environments that enables shopping agents to deliver quick, personalized size recommendations directly within the checkout flow. When a shopper needs sizing guidance, the AI agent calls ASP, asks the shopper a minimal set of questions through natural conversation and receives a personalized size recommendation along with plain-language fit context, such as “just right in the chest” or “slightly snug in the waist,” so shoppers can make confident decisions.
Bold Metrics is introducing ASP as a proprietary protocol designed for the broader commerce ecosystem, enabling AI agents across any platform to integrate sizing capabilities directly into their emerging agentic shopping experiences. Developers can integrate ASP through standard APIs or agent tooling, making it easy to add accurate sizing expertise to AI-driven shopping experiences.
