Jessica Murphy, Co-Founder and CEO of TrueFit, joins Street Talk to talk about what two decades of fit intelligence infrastructure means at the moment agentic commerce goes mainstream.

TrueFit operates a network spanning 91,000 brands and hundreds of millions of shopper profiles. Now it's connecting that intelligence directly into AI shopping agents via MCP — placing fit data inside the agentic flows where purchase decisions are increasingly being made. Murphy breaks down the $850 billion returns problem, explains what separates real AI from hype (ask about ground truth data), and makes the casefor why the product detail page is now the front door, not the homepage.

If you're a retail executive trying to make sense of AI investment — or trying to explain it to your CFO — this one's worth the time.

00:00 — Introduction

01:34 — How COVID turned fit technology from a hard sell into a business breakthrough

03:40 — Why the product detail page is now the front door — and what that means for AI investment

05:54 — How TrueFit embeds into AI shopping agents and what MCP makes possible

07:06 — GLP-1s, body change, and the sizing crisis hitting plus-size retail right now

09:11 — Why technology companies have to learn to share the sandbox: the case for interoperability

10:08 — The $850 billion returns problem — and how fit intelligence addresses it at the source

11:29 — How TrueFit aggregates intelligence across 91,000 brands without exposing proprietary retailer data

13:16 — The ground truth question every CMO should ask before deploying an AI agent

16:01 — How to build the case for AI investment when your CFO is focused on protecting margin

17:22 — Less regret, fewer returns: TrueFit's value proposition for shoppers and retailers