True Fit now relies on AI for size analysis

Tech-driven platform True Fit is embracing generative artificial intelligence (Gen AI) “to help consumers find the perfect fit and solve retailers’ online fit challenges”.

Launching Fit Hub, the system claims to be able to synthesise all available fit and size information from retailers’ Product Description Pages (PDPs), from personal sizing recommendations, product reviews and User Generated Content (UGC), sales & returns, size charts and product information.

It then blends these AI-generated sizing cues with insight from True Fit’s Fashion Genome, “the world’s largest connected apparel dataset comprising 82 million shoppers and 29,000 brands”.  

Fit and sizing specialists are increasingly turning to AI because of the tangible benefits the tech clearly offers. Only this month Makip has also announced a major AI development.

Back with True Fit, the result of its new tech is claimed to be “incomparably accurate fit recommendations in one place on the retailer’s PDP, removing fit-friction and size uncertainty from shoppers’ buying journeys, to improve conversions and loyalty”.  

Jessica Murphy, co-founder and COO, said: “The PDP, where consumers take a closer look at a specific item, is where shoppers end up hunting for clues for how something will fit their needs for their body, preferences and proportions. We designed Fit Hub to synthesise all the details about the fit of a product and simplify it down to a few key points, so the shopper can consider their purchase more easily and have confidence to buy the right size, first time.”