True Fit, the industry’s leading AI-powered fit and sizing personalization platform, is rewriting the rules of online fashion shopping by erasing size confusion and boosting shopper confidence at scale. From its roots as an analytics startup in 2010 to a global SaaS powerhouse today, True Fit now partners with 29,000 brands, analyzes billions of product page views annually, and delivers unified sizing guidance to over 80 million active shoppers through its Fashion Genome and new generative AI-powered tools.
How True Fit’s AI and Fit Hub Work
True Fit’s core technology harnesses a proprietary AI engine and the Fashion Genome, the world’s largest connected dataset on apparel fit, consumer preferences, and product data. This platform synthesizes reviews, returns, product descriptions, size charts, and consumer body profiles into a “Fit Hub”—True Fit’s new generative AI interface launched in 2024.
The Fit Hub centralizes all sizing and fit guidance from across a retailer’s…
product page, eliminating information overload and contradictory recommendations that previously left consumers guessing.
Using GenAI models such as ChatGPT-4o and Gemini 1.5 Vision, Fit Hub’s Copilot now intelligently analyzes images and text, instantly revealing whether shoppers should size up or down based on their body type, previous reviews, and live returns data.
As co-founder and COO ,Jessica Murphy told TechCrunch, “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”.
The platform also offers “Fit Tips,” which provide context-aware, product-specific advice—for example, “fits best on people with short torsos” or “ideal for size 16 if you size down”—helping users confidently add to cart…
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