Aditya Birla Fashion and Retail Limited (ABFRL) is bringing artificial intelligence into its physical fashion stores with a new virtual try on technology. The company showcased the technology at its Aditya Birla Fashion Excellence Day in Mumbai, with AI company PointAI as its technology partner.
The new In Store Virtual Trial Room allows customers to virtually see how clothes may look on them without physically trying on every outfit. PointAI says the system can create a garment visualisation in about one second. Customers can also combine different clothes to see how they look together.
According to PointAI, its technology has been trained across more than 200,000 body type variations. It uses Simulation AI, combining AI models with physics based technology to show how clothes can fit different body shapes and sizes.
The companies are also demonstrating an AI Fashion Advisor. This tool can suggest clothes and styling options based on a customer preferences, body profile and requirements. It is designed to help shoppers find suitable products more easily inside stores.
ABFRL and PointAI are now evaluating the technology for a possible rollout across ABFRL retail network of nearly 3,000 stores in India. However, the companies have not yet signed an agreement for a nationwide rollout. The move shows how AI is changing traditional shopping, bringing digital experiences into physical fashion stores.
