Asos has launched a new hybrid virtual try-on service which allows customers to either upload their own image or choose an AI-generated model that represents their likeness.

The online fashion retailer has partnered with AI fashion platform AIUTA to launch the virtual try-on.

The new feature, which is launching with around 10,000 products on the Asos IOS app, will initially be available to UK and US customers before being rolled out more widely.

Each experience loads in around four to seven seconds, which Asos claims is well ahead of typical industry solutions, helping to keep customers engaged.

Asos said that online shoppers buying clothes are increasingly looking for ways to see how products could look on them.

While some prefer the familiarity of uploading their own image, Asos went on to say that other shoppers feel more comfortable using a virtual likeness that reflects their size, shape or style.

The company added that the hybrid approach reflects its focus on removing friction from fashion and giving every customer more confidence at checkout.

By offering two distinct ways to try-on virtually, Asos said it is responding directly to what shoppers say they want, namely "more choice, more control and a more personal experience."

“We know customers want the confidence of seeing how something will really look but don't want to be pushed into doing it one way,” said Melissa Lim, head of digital product at Asos. “Our hybrid approach meets them where they are, giving everyone a try‑on option that feels right for them.”

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