True Fit, the AI-powered size-and-fit personalization tool, has offered its size recommendation solution to thousands of retailers for nearly 20 years. Now, the company is venturing into the generative AI space with “Fit Hub,” a new tool that aims to improve the way online shoppers find clothing that fits their body type.

Sizing issues continue to be one of the main sources of friction among online consumers, with the average return rate for e-commerce at 17.6%. Many customers try to avoid returns by carefully examining product detail pages for size charts, descriptions, and customer reviews to gauge how the clothing will fit. With its latest tool, TrueFit focuses on helping consumers well-fitting clothes on the first try with minimal returns.

Fit Hub aims to be a less time-consuming solution as it consolidates all the information from product pages into one place to help shoppers quickly learn about an item and feel more confident that they’re buying the right size. The AI analyzes the size chart, description, customer reviews, and sales and returns data. It can then determine if a size 16 shoppers should size down or if clothing is true to size for people who wear size 4.

For further personalization, users can create a True Fit account and share specific styles and brands they enjoy, among other preferences.

Additionally, there’s a “Fit Tips” tool that provides fitting advice, like telling customers that a certain item fits best on people with short torsos. 

Jessica Arredondo Murphy, True Fit co-founder and chief operating officer, told TechCrunch, “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.”

Fit Hub leverages several generative AI models — ChatGPT 4o, GPT Vision, Gemini 1.5 Pro Vision models, and various open-source models — to understand vision and text in real time. Copilot is used in a limited capacity