September 22, 2026
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Fashion shopping comes down to a few very human questions: Do I like this? Does this look good on me? And, ultimately, will this fit me and what size should I choose?
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AI is moving more of the shopping decision into conversation, discovery and visualization. Shoppers can describe what they are looking for, discover new products and use generative virtual try-on to see those products on themselves.
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But seeing something you like, and even seeing how it looks on you, does not necessarily tell you whether it will fit the way you want.
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That is the opportunity behind a new collaboration between True Fit and Glance.
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Glance is incorporating True Fit’s Intelligence Layer into its agentic shopping experience, pairing conversational product discovery and generative virtual try-on with personalized fit guidance grounded in real purchase and return outcomes.
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The combined experience is designed to help shoppers discover and visualize products, understand how they are likely to fit and feel, and choose the right size with greater confidence.
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Glance and True Fit solve different parts of the fashion shopping journey.
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Glance helps shoppers discover products and, through generative virtual try-on, answer a highly personal question: Does this look good on me?
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True Fit brings specialized intelligence to the questions that come next: Will this fit me? What size should I choose? How is this likely to fit and feel?
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That distinction matters because virtual try-on helps shoppers visualize how an item may look, while True Fit uses product, shopper, purchase and return intelligence to help them understand how it is likely to fit.
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Finding a style you love does not automatically mean knowing which size to order. And knowing what is likely to fit does not necessarily mean you have discovered something you actually want to wear.
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Together, Glance and True Fit bring those parts of the journey closer together, creating an experience that connects discovery, visualization and fit guidance.
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Sourcing Journal described the same complementary relationship: Glance helps shoppers discover and virtually try on new styles, while True Fit adds evidence about the size and fit most likely to work based on real purchase and return behavior.
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As more of the shopping decision moves into conversation, an AI agent needs to do more than surface relevant products. It also needs to help resolve the questions that determine whether someone actually buys.
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In fashion, fit is one of those questions.
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According to True Fit customer data, over 70% of fashion shoppers’ questions to AI agents relate to fit and sizing.
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An agent may be able to recommend a dress, surface the right pair of shoes or help someone visualize a complete look. But if the shopper is still wondering whether to order a small or medium, how an item will fit, or whether the product will work for them, an important part of the purchase decision remains unresolved.
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That is where True Fit’s Intelligence Layer comes in.
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As Mansi Jain, Chief Operating Officer at Glance, explained, Glance can help a shopper discover a product and see it on themselves, while True Fit adds evidence about which size and fit are most likely to work based on real purchase and return behavior.
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The opportunity is bigger than simply creating another AI conversation. Conversation helps shoppers discover. Virtual try-on helps answer, “Does this look good on me?” Fit intelligence helps answer, “Will this fit me, and what size should I choose?”
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True Fit’s Intelligence Layer is built on nearly two decades of purchase and return outcomes.
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It draws on more than $500 billion in transactions from hundreds of millions of shoppers, covering 60 million products and more than 91,000 apparel and footwear brands.
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Today, True Fit technology is integrated across 17 million product pages at hundreds of leading retailers, generates more than one billion size recommendations, and supports four billion fashion shopping visits annually.
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That data foundation gives True Fit a distinct role inside an AI shopping experience.
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Fit guidance is not simply generated from a product description or an assessment of how an item looks. True Fit brings product, shopper, purchase and return intelligence into the decision, grounded in real-world outcomes across apparel and footwear.
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And increasingly, that intelligence can travel beyond the traditional product detail page.
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“Glance demonstrates how True Fit’s Intelligence Layer can travel with the shopping experience across consumer surfaces, bringing specialized fit guidance into the moments when shoppers need it.”
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Jessica Murphy, Co-Founder and CEO, True Fit
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The shopping surface can change. The need for a confident fit decision does not.
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Through Glance, a shopper can discover a shoppable look, virtually try on products and ask questions through a conversational interface.
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True Fit’s Intelligence Layer adds fit-aware guidance informed by product attributes, shopper context and decision-grade fit intelligence.
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The experience is designed to help shoppers better understand how an item may look, fit and feel, creating a more natural progression from discovery to visualization to the final purchase decision.
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A shopper may start by asking whether they like a product. Generative virtual try-on can help them understand whether it looks good on them. True Fit then brings in the fit intelligence needed to help answer whether it is likely to fit and which size they should choose.
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That final step matters because discovery and visualization can create intent, but the shopper still needs enough confidence to act on it.
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As Jain told Sourcing Journal, when those signals come together, the shopper can act with greater confidence and the retailer has a better chance of turning that intent into “a sale that stays sold.”
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That is where agentic commerce starts becoming more than a new way to browse. It starts helping shoppers make better purchase decisions.
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Glance currently delivers its AI-driven personal shopping experience on 60 million devices across mobile, TV and desktop.
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The first Glance shopping experiences incorporating True Fit’s Intelligence Layer are planned for the 2026 holiday season.
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True Fit is also advancing fit-integrated virtual try-on capabilities with Glance, with broader availability to True Fit merchants planned for 2027.
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The collaboration reflects a broader shift in how fashion shopping is evolving. Discovery is becoming conversational. Visualization is becoming generative. Shopping decisions are happening across more consumer surfaces.
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But the questions shoppers need answered remain remarkably familiar: Do I like this? Does this look good on me? Will this fit me, and what size should I choose?
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Glance helps shoppers discover and visualize what they want. True Fit brings the intelligence that helps them understand how it is likely to fit.
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Together, they create a more confident path from inspiration to purchase.
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Read the full announcement from True Fit and Glance on BusinessWire and Sourcing Journal’s coverage of the collaboration.
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Learn more about True Fit’s Intelligence Layer and agentic commerce by clicking Get a Demo below.
