New Retail | AI Footwear War Begins: Aetrex, Volumental, SafeSize Compete for "Your Feet"

Buying shoes, the worst thing is ending up with “toe-top shoes”; buying clothes, the worst thing is wearing something that doesn’t fit properly. But as AI enters the footwear and apparel world, even if you try on shoes, clothes, or pants remotely, you can still find a “Perfect match” that suits you—staying both stylish and healthy.

Aetrex is a brand of healthy, comfortable shoes and corrective insoles, known for features such as arch support, dispersing pressure across the foot sole, and alleviating plantar fasciitis, and it also has its own foot scanning technology. As we move into the AI era, Aetrex has also introduced technology to upgrade its products and enhance the consumer experience.

Foot scanning technology is one of Aetrex’s biggest advantages. Zoe’s key lies in retaining the core 3D foot measurement functions of its predecessor, Albert Pro, along with important plantar pressure analysis, and it is equipped with an AI-driven shoe recommendation feature. Zoe also comes with a built-in AI assistant that helps customers find the right size via voice or text—essentially a virtual sales associate.

Albert Pro has some advanced features that Zoe doesn’t, and it remains Aetrex’s flagship product, priced at $2,995 (approximately HK$23,000). Zoe’s price is kept within $1,995 (approximately HK$15,000). Aetrex CEO Larry Schwartz pointed out:

“There are many software solutions pushing the development of AI and AI assistants. We, on the other hand, have been working hard on hardware—developing scanners. We expect the next-generation product to be released in 2027.”

AI Footwear: A Hundred Flowers Bloom

Of course, there are also competitors in the market that want to outdo Aetrex in this space. They too customize footwear using technologies such as AI and 3D data analysis.

For example, Sweden’s Volumental sets up 3D foot scanners in its professional running shoe stores and equips them with an AI recommendation engine. Its “Fit Engine” AI algorithm analyzes millions of foot scans and real purchase data worldwide. When customers step onto the scanner, it compares real measurement data from different shoe brands in a matter of seconds, recommending the most perfect size and style.

The Netherlands’ SafeSize is a 3D AI shoe-fitting expert that integrates virtual and real-world experiences. SafeSize performs a 3D scan of customers’ ankles and uses X-ray and 3D technology to digitally analyze the internal space of shoes on the market. Its AI algorithm can predict the shoe’s wrap/fit feel during walking or running, providing consumers with highly precise matching of size and function.

In China, Shuangchi Technology hails from Putian in Fujian—the famous “shoe capital.” It combines AI foot scanning with intelligent manufacturing. The scan results can be directly linked to smart shoe factories, where AI-driven production lines can complete custom personalized shoe models for customers within hours, and then ship them out.

AI Applications in Ready-to-Wear

Footwear is just one snapshot of AI tailoring, and in the fashion industry as well, technology is used to enhance product quality and the consumer experience. With AI technology, consumers can directly see the real visual effect of clothes on themselves.

The UNIQLO App’s “MySize ASSIST” feature lets customers take front and side photos using their phone camera. AI then automatically calculates data such as chest and waist measurements, and precisely recommends the most suitable UNIQLO size.

Walmart has launched a virtual try-on system in its App called “Be Your Own Model.” Customers only need to take a personal photo with their phone and input their height; the AI neural network in the backend automatically generates a 3D body template for that user.

Google’s try-on tool uses an image generation model. By understanding how different fabrics create wrinkles, stretch, and drape on different customers’ body shapes, it realistically “wears” billions of garments onto the photos uploaded by users. “Live Try-On” combines AI and AR technology. When users open their phone camera, the clothing is overlaid on the body in real time and changes angles instantly as they turn or walk—like standing in front of a large fitting-room mirror.

infFITS, the intelligent sizing AI service developed by FedTech, can simultaneously analyze users’ body data and personal clothing preferences, and then combine those insights with the cutting and tailoring features of major brands to recommend the best size.

By introducing virtual try-on, customers can save time and effort—without having to enter and exit fitting rooms. Consumers only need to select clothing on their phone or computer to view the result immediately. In addition, users can quickly try on multiple styles and designs to find the best match, enhancing the fun of shopping.

For businesses, many online shoppers choose to return items because the size doesn’t fit or the actual effect doesn’t meet expectations. Virtual try-on technology can provide previews that are closer to real wear, reducing the likelihood of such issues and improving shopping satisfaction. In addition, with virtual try-on, brands can build even closer interactions with consumers—such as letting them share their try-on results on social media, increasing product exposure and the chances to promote the brand.