Delaware, USA, February 17th, 2025 — 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 into ASOS, the global fashion retailer, helping redefine how customers discover, experience, and shop fashion online. Through this integration, ASOS can scale brand-aligned visual content, offer realistic and inclusive Virtual Try-On experiences, and deliver more personalized, inspiration-led shopping journeys across its platform.
With more than 48% of clothing purchases now starting online, there is growing momentum to make the digital experience feel even more true‑to‑life. With Virtual Try-On powered by AIUTA, customers can see how a garment might look on them from the comfort of their own home. In addition to uploading their own photo, customers can try on an item using one of 20 digital models that represent a range of body types, sizes, and skin tones. This hybrid approach gives users the choice and flexibility to use the tool in the way that works best for them.
ASOS Virtual Try-On has launched for a select set of products and customers in the US and UK via the iOS apps, ahead of a broader rollout. Each experience loads in just 4–7 seconds, well ahead of typical industry solutions, helping keep customers engaged, confident, and inspired, as longer wait times can quickly reduce purchase intent.
“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.”
AIUTA’s fashion-specific infrastructure enables ASOS to continuously deliver visual content across its fast-moving catalog. Beyond Virtual Try-On, the integration also supports AI-generated product imagery, making it easier for customers to identify the individual pieces that make up a model’s outfit.
“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.”
Together, AIUTA and ASOS are setting a new standard for digital fashion, transforming online shopping into a more interactive, inspiring, and confidence-led experience.
About AIUTA
AIUTA is a US-based deep-tech startup building visual infrastructure for fashion commerce, retailers, and enterprises. Founded by Konstantin Kruglov and David Rafalovsky in 2022, AIUTA enables retailers and enterprises to accurately represent real bodies and garments at scale through AI-powered virtual try-on and studio content.
The company works with 9 enterprise fashion clients and operates globally with a 33-person team. AIUTA is led by CEO Maisa Benatti, a fashion-tech product leader with prior experience at Farfetch and Amazon, where she worked on size, fit, personalization, and generative AI systems.
About ASOS
Founded in 2000, ASOS has 17m active customers in over 150 markets. We bring fashion lovers around the world the best and most relevant fashion through our unique own brands including ASOS DESIGN, ARRANGE, COLLUSION, Topshop, and Topman, styled with the most exciting products from local and global partner brands. With our expert in-house design team and agile and flexible commercial model, including ASOS Fulfilment Services, Partner Fulfils, and Test & React, we make the latest trends accessible to all and give customers the confidence to be whoever they want to be.
