By Suro Senen 
The digital transformation of retail has long been haunted by a singular, persistent friction point: the “will this fit?” dilemma. Despite the rapid evolution of e-commerce, the inability to touch, feel, or try on garments before purchasing remains the primary driver of online returns and consumer hesitation.
In a move set to redefine the digital storefront, Glance, a leading AI-powered personal shopping platform, has announced a strategic partnership with True Fit, the industry standard in sizing and fit intelligence. This collaboration aims to bridge the gap between creative product discovery and analytical sizing certainty, effectively ushering in a new age of “agentic commerce.” By integrating True Fit’s massive data-driven Intelligence Layer with Glance’s generative virtual try-on and conversational discovery tools, the two companies are positioning themselves to solve the most difficult hurdle in the modern fashion landscape.
The Convergence of Discovery and Certainty
For years, the retail technology stack has been fragmented. On one side, shoppers use discovery tools to find aesthetics that match their personal style; on the other, they rely on rudimentary size charts that often fail to account for the nuances of fabric, cut, and brand-specific sizing variations.
Glance, which currently powers personal shopping experiences across 60 million devices—spanning mobile, desktop, and connected TV environments—has built its reputation on conversational AI that guides users through product exploration. True Fit, conversely, has spent nearly two decades building an “Intelligence Layer” grounded in the cold, hard reality of actual purchase and return outcomes.
By merging these capabilities, the partnership addresses a critical realization: discovering a style is only half the battle. If a shopper finds the perfect dress through a Glance-powered AI agent, the sale is still at risk if the sizing remains a gamble. By layering True Fit’s predictive analytics onto Glance’s visual interface, the companies are moving toward a seamless, AI-driven experience that validates both the look and the fit simultaneously.
Chronology: A Roadmap to 2027
The rollout of this integration is methodical, reflecting the scale of the technology involved.
- September 2024: The partnership is formally unveiled ahead of the RetailClub AI Festival in Huntington Beach, California. Executives from both firms are scheduled to present a unified vision of "agentic fashion commerce" to industry leaders.
- The 2026 Holiday Season: This marks the initial deployment phase. The integrated experience will begin appearing across Glance’s vast ecosystem, allowing early adopters to benefit from combined discovery and fit intelligence during the year’s highest-volume shopping period.
- 2027 and Beyond: The partnership will scale further as the companies introduce “fit-integrated virtual try-on” capabilities. This expanded feature set will be made available to the broader network of True Fit merchants, creating a new standard for how AI agents interact with consumers at the point of decision.
The Weight of Data: Why True Fit’s Intelligence Layer Matters
The efficacy of this partnership relies on the sheer scale of the data powering it. True Fit’s Intelligence Layer is not based on theoretical mannequin measurements; it is forged from nearly 20 years of empirical evidence.
The platform’s data set covers over $500 billion in cumulative transactions, encompassing hundreds of millions of individual shoppers. With 60 million products and over 91,000 apparel and footwear brands represented in their database, the system possesses an unparalleled ability to predict how a specific garment will perform on a specific body type.
When a shopper asks an AI agent about fit, they are often looking for reassurance. According to internal data from True Fit, more than 70 percent of shoppers already engage with AI agents specifically to ask fit-related questions. By integrating the Intelligence Layer directly into the conversation, Glance ensures that these queries are answered not with generic suggestions, but with precise, data-backed guidance that accounts for real-world return behavior.
Official Perspectives: The Executives Speak
Mansi Jain, Chief Operating Officer at Glance, emphasizes that the shift toward agentic commerce is fundamentally changing the role of the AI interface. “AI is moving more of the shopping decision into the conversation,” Jain noted. “The agent has to resolve the questions that determine whether someone buys. In fashion, fit is the defining question.”
Jain believes that the synergy between the two firms creates a measurable business outcome for retailers. “Glance helps the shopper discover the product and see it on themselves, while True Fit adds the evidence of what is most likely to work. When those signals arrive together, the shopper acts with more confidence. For the retailer, this means a higher conversion rate and, crucially, a sale that stays sold.”
Jessica Murphy, co-founder and CEO of True Fit, echoed these sentiments, framing the partnership as a necessary evolution for the fashion industry. “In fashion, the value of an agentic commerce experience depends entirely on the quality of the decision it helps a shopper make,” Murphy said. “Glance demonstrates how our Intelligence Layer can travel with the shopping experience across consumer surfaces, bringing specialized fit guidance into the precise moments when shoppers need it most.”
Implications for the Retail Ecosystem
The implications of this partnership extend far beyond improved customer satisfaction. The integration addresses three core pillars of the modern retail crisis:
1. The Return Rate Crisis
Returns are the silent killer of e-commerce margins. The cost of logistics, re-stocking, and the potential devaluation of returned inventory is astronomical. By using AI to guide consumers toward the correct size from the start, retailers can significantly reduce the “try-on-at-home” culture that has plagued online fashion, effectively saving millions in operational costs.
2. The Rise of Agentic Commerce
We are moving away from the era of "search-based shopping" toward "agentic shopping." In the former, the user performs the work of filtering through thousands of results. In the latter, the user communicates their needs—aesthetic, occasion, and fit requirements—to an agent that curates a personalized selection. The Glance-True Fit partnership validates this shift by proving that for an agent to be truly useful, it must have access to specialized, deep-domain intelligence.
3. Democratizing the "In-Store" Experience
Virtual try-on technology has often been criticized for being visually impressive but functionally hollow. By anchoring the visual representation in the data-backed reality of fit, the partnership offers a digital experience that mirrors the personalized attention of a high-end boutique sales associate. It democratizes this service, making it available to anyone with a smartphone or a smart TV.
Looking Toward the Future
As the retail industry converges on the RetailClub AI Festival, the discussion will undoubtedly center on how technology can restore human-like intuition to the digital shopping journey. The collaboration between Glance and True Fit serves as a blueprint for this ambition.
By ensuring that discovery (the "I like it") is matched with fit (the "it fits me"), the partnership removes the guesswork that has historically defined online fashion. As the technology reaches maturity in 2026 and 2027, the traditional barriers to buying apparel online will likely continue to erode, signaling a more confident, efficient, and personalized future for the global fashion market.
In the eyes of consumers, the question “Will this fit?” may soon be replaced by the simple, confident action of clicking “Buy,” knowing that the decision is backed by the most powerful intelligence in the industry.
Evan Lee Salim 
Siti Muinah 
Reynand Wu 