AIUTA, a deep-tech startup building visual infrastructure for the fashion industry, has integrated its AI Studio for visual content creation and Virtual Try-On technology into ASOS, the global fashion retailer. The collaboration aims to redefine how customers discover, experience, and shop fashion online.

Through this integration, ASOS can now scale brand-aligned visual content more efficiently while offering realistic and inclusive Virtual Try-On experiences. At the same time, the technology enables the retailer to deliver more personalized, inspiration-led shopping journeys across its platform.

Bringing a more realistic digital shopping experience

As nearly 48% of clothing purchases now begin online, fashion retailers are under increasing pressure to make the digital shopping experience feel more true-to-life. AI-powered tools are quickly becoming central to that shift.

With Virtual Try-On powered by AIUTA, customers can visualize how a garment might look on them without leaving home. Users can upload their own photo to see the garment on themselves, or choose from 20 digital models representing a diverse range of body types, sizes, and skin tones. This hybrid approach offers flexibility, allowing customers to interact with the technology in the way that feels most comfortable and useful to them.

Fast, immersive try-on experiences

ASOS’s Virtual Try-On feature has initially launched for a select range of products and customers in the United States and the United Kingdom through the retailer’s iOS apps, with a broader rollout planned. Importantly, each try-on experience loads in just four to seven seconds, significantly faster than many industry alternatives. Speed remains crucial in digital retail, as longer load times can quickly reduce engagement and purchase intent.

According to AIUTA leadership, the collaboration reflects a broader transformation taking place in fashion commerce.

“ASOS operates at extraordinary scale and sets the standard for speed, inclusivity, and customer experience in fashion,” said Maisa Benatti, CEO at AIUTA. “AIUTA is helping ASOS scale fashion inspiration at speed across their catalog of hundreds of thousands of products to millions of customers worldwide, all while maintaining a high standard of quality, performance, creative authority, and customer experience.”

Scaling visual content for fast-moving fashion

Beyond Virtual Try-On, AIUTA’s fashion-specific infrastructure also enables ASOS to continuously generate visual content across its rapidly changing product catalog.

For example, the integration supports AI-generated product imagery, making it easier for shoppers to identify the individual pieces that make up a model’s full outfit. In doing so, the platform simplifies product discovery while simultaneously enhancing visual storytelling.

For ASOS, the technology represents a new way to expand creative production while maintaining brand consistency. “This collaboration enables ASOS to scale fashion inspiration in a way that is not physically possible through existing creative operations processes,” said Melissa Lim, Head of Product at ASOS. “Leveraging state-of-the-art AI guided by our creative studios unlocks innovative personalized customer experiences in ways that remain true to our brand.”

A new standard for digital fashion retail

Taken together, the partnership between AIUTA and ASOS signals a broader shift toward interactive, AI-powered retail experiences. As digital shopping continues to grow, technologies such as Virtual Try-On are expected to play a key role in bridging the gap between physical and online fashion discovery.

By combining scalable visual content creation with personalized try-on experiences, the companies are helping transform online fashion retail into a more immersive, inspiring, and confidence-led journey for customers.

Featured images: Aiuta

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