New Retail｜AI Footwear Battle Begins: Aetrex, Volumental, SafeSize Fight for 'Your Feet'

When buying shoes, the biggest fear is getting a pair that “pinches the toes”; when buying clothes, it’s fearing the outfit won’t fit your body. But with AI entering the world of footwear and apparel, even if you try shoes, tops, or pants remotely, you can still find a “Perfect match” that suits your tastes—so you look trendy and stay healthy.

Aetrex is a brand of healthy, comfortable footwear and corrective insoles, known for arch support, dispersing pressure across the foot, and alleviating plantar fasciitis, among other functions. It also has its own foot-scanning technology. Entering the AI era, Aetrex has likewise introduced technology to upgrade its products and the overall consumer experience.

Foot-scanning technology is one of Aetrex’s major “trump cards.” The key to Zoe lies in retaining the core 3D foot-measurement functions of its predecessor, Albert Pro, as well as important plantar pressure analysis—and it is equipped with an AI-driven footwear recommendation feature. Zoe also has a built-in AI assistant that helps customers find the right size via voice or text, effectively acting as a virtual sales associate.

Albert Pro has some advanced features that Zoe does not, and it remains Aetrex’s flagship product, priced at 2,995 USD (about 23,000 HKD). Zoe’s price is kept within 1,995 USD (about 15,000 HKD). Aetrex CEO Larry Schwartz noted:

There are many software products on the market that are promoting the development of AI and AI assistants. For our part, we’ve been working on the hardware side—developing scanners. We expect the next generation product to be launched in 2027.

A Hundred Schools of Thought in AI Footwear

Of course, there are also competitors who want to match or surpass Aetrex in this space, and 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 also equips them with an AI recommendation engine. Its “Fit Engine” AI algorithm analyzes millions of foot scans and real purchase data worldwide. When customers stand on the scanner, in just a few seconds it compares the measured data across different shoe brands and recommends the most perfect size and style.

Netherlands-based SafeSize is a 3D AI shoe-fitting expert that integrates the virtual and the real. SafeSize performs a 3D scan of the customer’s ankle and uses X-ray and 3D technology to digitally analyze the internal space of shoes on the market. Its AI algorithm can predict the wrapping/fit sensation of shoes when walking or running, enabling high-precision size and function matching for consumers.

In China, Shuangchi Technology comes from the famous shoe hub of Putian in Fujian. It combines AI foot scanning with intelligent manufacturing. The scanning results can be directly connected to intelligent shoe factories, where AI-driven production lines can complete a customer’s personalized customized shoe within just a few hours—and then ship it out.

AI Applications in the Apparel Industry

Footwear is just one example of AI made-to-measure. In the fashion world as well, technology is used to enhance product quality and the consumer experience. Through AI technology, consumers can directly see the tangible visual effect of clothing on themselves.

The UNIQLO App’s “MySize ASSIST” feature lets customers take front and side photos with their phone camera, and the AI will automatically calculate measurements such as bust and waist, then precisely recommend the UNIQLO size that best fits.

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

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

The infFITS smart sizing AI service developed by FedTech can analyze the user’s body data and personal clothing preferences at the same time, and combine the tailoring characteristics of major brands to recommend the most perfect size.

By introducing virtual try-on, customers can save time and effort—no need to go in and out of fitting rooms. Consumers just need to select clothing on their phone or computer, and they can immediately see the result. Moreover, users can quickly try on a variety of styles and designs to find the best match for themselves, increasing the fun of shopping.

For businesses, many online shoppers choose to return items because the size doesn’t fit or the real-world effect is not as expected. Virtual try-on technology provides a preview that is closer to real wear, reducing the likelihood of such problems and improving shopping satisfaction. In addition, through virtual try-on, brands can also build tighter interactions with consumers—for instance, by letting consumers share their try-on results on social media, increasing product exposure and creating more opportunities to promote the brand.