A good body shop will be able to fix the gouges so they are pretty invisible. Ask around locally for a good body shop, or search Yelp, etc. to locate a couple. Some shops are great at body work, some are great at paint work. You could also stop in at a high end auto dealership and ask the parts department or service manager who they use. The new color matching systems are very, very good at getting the paint color and tone right. Those types of body shops aren't cheap, but the results are almost invariably good. Select two or three, take the Jeep in and get a recommendation and an estimate. Select the best estimate and schedule up an appointment to have the work done. They will usually even deal with the insurance company for you. This is for a street rig.
If it's an off road rig, another option is to wait for the local hardware store to run a sale on flat earth tone camo paint. Select the color that appeals to you. Purchase 8 - 10 cans. Wait for a warm dry day. Strip the wax off the body work, let dry thoroughly and shoot the body with camo paint. I prefer a medium-dark green, but everyone has their favorite color. Youngest daughter likes desert tan. Oldest daughter is married to a really good body and fender guy, so she gets her brush pin stripping professionally fixed. The total cost runs about $50, depending on how good the sale is. Usually, you end up with a couple of spare cans of paint to fix trail damage down the road.
Good luck!