When AI Stops Experimenting and Starts Scaling [Sponsored]
Tech.eu Tech.eu Editorial Team
Virtual try-on technology in fashion e-commerce has moved from experimental pilots to live production systems, using generative AI to convert product photos into 3D models without expensive manual pipelines, with retailers like ASOS and Breuninger now offering the feature to drive measurable reductions in return rates. ASOS, Breuninger, and Maybelline have deployed working systems that address a concrete problem: the US fashion industry saw 19.3% of online purchases returned in 2025, with Gen Z averaging eight returns per shopper. This shift from AI experimentation to scaled infrastructure is now spreading across fintech, healthtech, deeptech, and SaaS, where the bar has moved from feature announcements to production systems that affect retention and profitability.
Why it matters
For a decade, virtual try-on technology has been the industry's perennial "almost." The idea—letting shoppers see how a jacket or a shade of lipstick would actually look on them—was always compelling....
