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True Fit’s AI-Powered ‘Fit Hub’ Aims to Enhance Clothing Fit for Online Shoppers

True Fit, the renowned AI-powered size-and-fit personalization tool, is venturing into the generative AI space with the introduction of “Fit Hub,” a cutting-edge solution designed to revolutionize the way online shoppers find clothing that fits their body type. After nearly two decades of offering size recommendation solutions to thousands of retailers, True Fit is leveraging the power of generative AI to address one of the most significant pain points in e-commerce: sizing issues.

With an average return rate of 17.6% for online purchases, sizing challenges continue to be a major source of friction for consumers. Fit Hub aims to alleviate this problem by consolidating all relevant information from product pages, including size charts, descriptions, customer reviews, and sales and returns data, into a centralized hub. By harnessing the capabilities of generative AI models such as ChatGPT 4.0, Gemini Pro Vision, Copilot, and various open-source models, Fit Hub can analyze this data in real-time and provide personalized recommendations to help shoppers find the perfect fit on their first try, minimizing the need for returns.

“We’ve gotten to the point where it’s almost information overload when it comes to size and fit. On any given website, you could have up to five different forms of size and fit information… We have one centralized place where we can synthesize that guidance from across the product detail page, combine new insights with traditional advice, and then simplify size and fit understanding for all types of shoppers,” said Jessica Arredondo Murphy, True Fit’s co-founder and chief operating officer.

Fit Hub also leverages True Fit’s proprietary “Fashion Genome” data set, which combines data from millions of shoppers and thousands of brands, including major retailers like Pacsun, Macy’s, Dicks, LL Bean, and Lululemon. This vast data set, combined with the power of generative AI, enables True Fit to process data at faster speeds and greater volumes than ever before, enhancing the accuracy and personalization of its recommendations.

Currently in beta testing with around a dozen brands and limited to 1 million products, Fit Hub is expected to become available to all retailers next month. True Fit also plans to introduce additional filters and features to further enhance the shopping experience, such as “Shopper Insights” and “Brand Sizing,” which will provide valuable insights based on past shoppers’ data and help customers compare sizing across different brands.

With the integration of generative AI, True Fit is paving the way for a more personalized and seamless online shopping experience, addressing a longstanding challenge in the e-commerce industry and setting a new standard for size-and-fit recommendations.