Our third podcast episode for 2024 is now available. This time around, Emma spoke with Maxim Raykhrud, Chief Product Officer at ZERO10. The company offers real-time, augmented reality try-on experiences designed to empower brands to engage their audiences. Through their own research, ZERO10 has discovered that storefronts that incorporate augmented reality (AR) try-on experiences have heightened consumer engagement compared to traditional video advertising, and significantly higher store traffic. This makes virtual try-on not just a potential way to reduce returns, but also a broader play into acquiring and captivating consumers.
But for all that potential, virtual try-on is still a contested space. So in the conversation with Maxim, Emma covers the challenges virtual try-on faces in believability and accuracy; concerns over privacy, data protection, and compliance; and how the ZERO10 is thinking about its AI developments, and what that could mean for the broader fashion industry.
Listen to the full 35-minute show below (or by following The Interline Podcast through your podcast / audio app of choice) and read on for some additional details.
Key talking points from Emma and Maxim’s conversation:
- Defining virtual try-on and AR, and what they should accomplish in order to be a success.
- Where the fashion industry is on the journey to market readiness and more widespread consumer adoption of AR virtual try-on.
- What shoppers want AR virtual try-on to deliver, and how close technology is to being able to offer it.
- How big of a technical challenge visualising clothing is for AR virtual try-on, in terms of creating virtual try-on experiences that are both accurate and visually compelling.
- The barriers around privacy, data protection, and compliance that need to be considered when body-mapping virtual try on apparel, and who is responsible from a brand/technology vendor perspective when it comes to data governance.
- How brands and retailers should be thinking about AR and virtual try-on to deliver a deeper, longer-term return on investment.
- The case for integrating AI into virtual try-on, and how far it could move the needle on wider adoption of AR try-on.
- Whether virtual try-on is a new endpoint in the digital product creation (DPC) ecosystem, and what it looks like to get digital assets from 3D design tools and into AR experiences.
- The impact that AR and AI could have on the next generation of creatives.
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