Matthew Drinkwater spoke to Bloomberg about the rise of AI-powered virtual try-on tools, as retailers turn to the technology in an effort to tackle the costs and waste created by online returns. As shoppers order multiple sizes to compensate for the uncertainty of buying clothes online, brands are testing whether AI avatars and 3D body scanning can offer a more reliable alternative to guesswork.
“Shopping is meant to elevate. This is what the entire business has been built on, is making you feel better about yourself,” says Matthew Drinkwater, director of the Fashion Innovation Agency, which focuses on emerging technologies in the creative industries.
