Shopify is launching True Fit’s AI-powered clothing fitting tool across its e-commerce platform.

Merchants on the platform will now be able to connect their brand to True Fit’s Fashion Genome to support customers in finding the right size for apparel and footwear.

The tool, which collects data from around 80 million users and over 17,000 brands, aims to stop shopper hesitation, increase conversion and reduce fit-related returns.

True Fit said that the fashion industry has remained “digitally constrained," adding that AI could open up the industry to more growth.

Commenting on the news William Adler, president and chief executive of True Fit, said that merchants of all sizes could benefit from using the technology.

“It is our mission to democratise access to the Fashion Genome and artificial intelligence widely across the industry, helping millions of consumers connect to the brands they love,” Adler said. “True Fit builds trust between shoppers and brands with deep learning, and in doing so helps merchants cultivate loyal first party audiences, rich consumer preference patterns, and key product fit insights that all help to optimise a profitable growth business.”

Earlier this year, True Fit announced it was expanding its partnership with Google Cloud. At the time, True Fit said it would use Google Cloud’s BigQuery and Analytics to improve how it shares data and analytics with retailers to provide more insights.

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