ASOS Unveils AI-Powered Virtual Try-On Feature for iOS App
ASOS, the global online fashion and beauty retailer with over 23 million users worldwide, has announced a significant update to its shopping app that could revolutionise the digital retail experience. The company is rolling out an innovative AI-driven virtual try-on feature, designed to help customers visualise how garments will look before making a purchase, thereby addressing the persistent issue of high return rates in e-commerce.
How the New AI Technology Works
Through a collaboration with AI fashion platform AIUTA, ASOS is introducing a hybrid model that offers two distinct ways for shoppers to virtually try on clothes. Customers can either upload their own photograph to see items on a personalised model or select an AI-generated virtual model that mirrors their appearance, including size, physique, and style preferences. This feature aims to provide a more tailored and engaging shopping journey, with each session loading in seven seconds or less to maintain user interest and streamline the process.
According to a statement on the ASOS website, this development reflects the retailer's commitment to reducing friction in fashion and enhancing customer confidence at checkout. Melissa Lim, head of digital product at ASOS, emphasised that the hybrid approach gives shoppers more choice and control, allowing them to select a try-on method that feels right for their individual needs.
Initial Rollout and Availability
The virtual try-on technology will debut with approximately 10,000 items available on the ASOS iOS app. Initially, it will be accessible to a select group of customers in the UK and US, with plans for a broader release in the future. ASOS has clarified that users must be 16 years of age or older to access this capability, and any uploaded photographs are stored locally on the device for 28 days or until the app is reopened, after which they are permanently deleted to ensure privacy.
While the AI preview serves as a helpful shopping aid, ASOS notes that it may not perfectly reflect exact size, colour, proportions, or fit, so customers should use it as a guide rather than a definitive representation. This initiative builds on the retailer's ongoing efforts to innovate in the competitive online fashion market, leveraging cutting-edge technology to improve user experience and operational efficiency.
