ASOS, a leading online fashion retailer with over 23 million users globally, has announced a significant update to its shopping app aimed at enhancing the customer experience. The new feature leverages artificial intelligence to allow customers to virtually 'try on' garments by either uploading their own photos or selecting AI-generated models that resemble themselves. This initiative is part of ASOS's broader strategy to reduce returns by giving customers a clearer idea of how clothes will fit before they buy.

The AI technology not only aims to improve customer satisfaction by increasing confidence in purchasing decisions but also addresses the ongoing issue of high return rates in online retail. Customers will now have the ability to see items modeled on someone who looks like them, which could lead to fewer returns and a more sustainable shopping process. The introduction of this technology showcases ASOS's commitment to innovation within the competitive online fashion marketplace.

The move aligns with industry trends towards utilizing technology to enhance online shopping experiences, particularly as retailers strive to cater to the demands of tech-savvy consumers. As more retailers adopt similar features, it raises questions about the future of traditional fitting rooms and customer engagement strategies in the evolving landscape of fashion retail.