Maisa Benatti

1 post

Maisa Benatti is a fashion-tech product leader and the CEO of AIUTA, a B2B deep-tech company rebuilding fashion commerce by replacing traditional photoshoots with AI-powered visual infrastructure. At AIUTA, she leads the development of an enterprise platform that enables brands to generate studio-quality imagery, on-model visuals, video, virtual try-on, and personalized content at scale through API-driven workflows. Originally from Brazil, Maisa began her career in fashion design and earned a master’s degree in Fashion Technology in Portugal. She later joined Farfetch, progressing from a customer excellence role to product leadership. She then worked across Farfetch and Amazon Fashion, where she led generative AI initiatives focused on personalization and reducing product returns.

Virtual Try-On Hasn’t Met The Bar For Consumer Adoption. Can AI Push It Over?

8 minute read

AArtificial Intelligence

Virtual Try-On Hasn’t Met The Bar For Consumer Adoption. Can AI Push It Over?

byMaisa Benatti
March 23, 2026
5.6K views

A new wave of AI-powered virtual try-on is reframing the technology around accuracy, scalability, and real shopping behaviour—but proving its value to consumers remains the real test.

Maisa Benatti

Virtual Try-On Hasn’t Met The Bar For Consumer Adoption. Can AI Push It Over?

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