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True Fit Uses Generative AI to Help Shoppers Find Perfect Fit Online

ByHuey Yee Ong

Jun 5, 2024

True Fit Uses Generative AI to Help Shoppers Find Perfect Fit Online

For nearly two decades, True Fit has been a leader in AI-powered size-and-fit personalization, assisting thousands of retailers with its size recommendation solutions. Now, the company is taking a significant step into the generative AI arena with the introduction of “Fit Hub,” a new tool designed to enhance how online shoppers find clothing that fits their body type.

Sizing issues remain a significant hurdle for online consumers, contributing to an average e-commerce return rate of 17.6%. To avoid returns, customers often scrutinize product detail pages for size charts, descriptions, and customer reviews. True Fit’s latest tool aims to simplify this process by helping consumers find well-fitting clothes on the first try, thus reducing returns.

How Fit Hub Works

Fit Hub streamlines the shopping experience by consolidating all sizing information from product pages into a single location. This allows shoppers to quickly learn about an item and feel confident in their size choice. The AI analyzes size charts, descriptions, customer reviews, and sales and returns data, determining whether a shopper should size up or down or if the clothing fits true to size.

For a more personalized experience, users can create a True Fit account, sharing their preferred styles and brands among other preferences. Additionally, the “Fit Tips” feature provides tailored fitting advice, such as indicating that a certain item fits best on individuals with short torsos.

Jessica Arredondo Murphy, True Fit’s co-founder and chief operating officer, explained to TechCrunch, “We’ve reached a point of information overload regarding size and fit. On any given website, you could encounter up to five different forms of size and fit information. We offer one centralized place to synthesize that guidance from across the product detail page, combining new insights with traditional advice to simplify size and fit understanding for all shoppers.”

Fit Hub utilizes several generative AI models, including ChatGPT 4.0, GPT Vision, Gemini 1.5 Pro Vision models, and various open-source models, to process vision and text data in real-time. Copilot is used in a limited capacity. According to Arredondo Murphy, generative AI allows True Fit to process data at higher speeds and volumes than its previous AI technology.

The feature also leverages True Fit’s cross-market proprietary data set, “Fashion Genome,” which includes data from 82 million shoppers and nearly 30,000 brands such as Pacsun, Macy’s, Dicks, LL Bean, and Lululemon.

Fit Hub’s Upcoming Features

Currently in beta testing with around a dozen brands, Fit Hub is expected to be available to all True Fit’s merchant partners next month. While Amazon offers similar personalized recommendations with its AI-powered “Fit Insights” feature, Fit Hub aims to provide more in-depth insights.

True Fit plans to introduce additional filters to the hub later this year. “Shopper Insights” will collect data from past shoppers, offering insights such as whether a product is favored by a specific age group, height, and even bra size. A side-by-side diagram will allow shoppers to visually compare the differences between petite, plus-size, and regular versions of the same product.

Another forthcoming tool, “Brand Sizing,” will help frequent customers compare sizing to previous purchases from their favorite brands. The AI will cross-reference past purchases to determine if the sizing is consistent or if adjustments are needed.

In the long term, True Fit is developing a generative AI chatbot to help shoppers discover products and ask specific questions, such as, “What jeans fit better for people with muscular thighs?” This feature is still in early development and currently limited to 1 million products.

True Fit recently partnered with Shopify to extend its services to businesses and merchants of all sizes, expanding from its previous focus on large brands to include a broader range of companies with its no-code size-and-fit solution.

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Featured Image courtesy of Freepik

Huey Yee Ong

Hello, from one tech geek to another. Not your beloved TechCrunch writer, but a writer with an avid interest in the fast-paced tech scenes and all the latest tech mojo. I bring with me a unique take towards tech with a honed applied psychology perspective to make tech news digestible. In other words, I deliver tech news that is easy to read.

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