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

When buying shoes, the worst fear is ending up with “toe-pinch shoes.” When buying clothes, the worst is getting garments that don’t fit properly. But as AI enters the world of shoes and clothing, whether you’re buying shoes, buying shirts, or buying pants—even with a remote fitting—you can still find a “Perfect match,” so you can look trendy while staying healthy.

Aetrex is a brand of healthy, comfortable footwear and corrective insoles, known for features such as arch support, dispersing pressure across the soles, and alleviating plantar fasciitis, and it also has its own foot-scanning technology. In the AI era, Aetrex has also introduced technology to upgrade not only its products, but the overall consumer experience.

Foot-scanning technology is one of Aetrex’s biggest “killers.” The key with Zoe is that it retains the core 3D foot-measurement functionality of its predecessor, Albert Pro, as well as important plantar-pressure analysis, and it comes equipped with AI-driven shoe recommendations. Zoe also has a built-in AI assistant that helps customers find the right size through voice or text—essentially a virtual store clerk.

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

“There are many software products promoting the development of AI and AI assistants. As for us, we’ve been working on hardware—we’ve developed scanners, and we expect the next-generation product to be released in 2027.”

AI Footwear: A Crowded Competitive Field

Of course, there are competitors in the market who want to outdo Aetrex, and they also use technologies such as AI and 3D data analysis to customize footwear.

For example, Sweden’s Volumental has installed 3D foot scanners in its professional running-shoe stores, and it also provides 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 measured data from different shoe brands within seconds, recommending the most perfect size and style.

Netherlands-based SafeSize is a 3D AI shoe-fitting expert that integrates the virtual and real world. SafeSize performs a 3D scan of the customer’s ankle, then uses X-ray and 3D technology to digitally analyze the interior space of shoes on the market. Its AI algorithm can predict the shoe’s enveloping/contour feel during walking or running, enabling highly accurate matching of size and functionality for consumers.

In China, Shuangchi Technology comes from Putian, Fujian—famous for shoes. It combines AI foot scanning with intelligent manufacturing. Its scan results can be directly linked to intelligent shoe factories, where an AI-driven production line can produce customers’ personalized custom shoes within a few hours and then ship them out.

AI Applications in Apparel

Shoes are just one example of AI being used for made-to-fit customization. In the fashion world, technology is also being used to improve product quality and enhance the consumer experience. With AI, consumers can directly see the real visual effect of how a piece of clothing would look on their own body.

The “MySize ASSIST” feature in the UNIQLO App lets customers use their phone camera to take front and side photos. The AI then automatically calculates measurements such as bust and waist, and recommends the most suitable UNIQLO size with precision.

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; then the backend AI neural network automatically generates a 3D template of the user’s body.

Google’s try-on tool uses an image generation model. By understanding how different fabrics create wrinkles, stretch, and drape on different body shapes, it realistically “wears” billions of garments onto the photos users upload. “Live Try-On” combines AI and AR technology. When users open their phone camera, clothes are overlaid on the body in real time, changing angles as the user turns or walks, as if standing in front of a large mirror in a fitting room.

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

By introducing virtual try-on, customers can save time and effort. There’s no need to go in and out of fitting rooms—consumers only need to choose clothing on their phone or computer, and they can immediately see the result. In addition, users can quickly try on multiple styles and designs to find the best match for themselves, making shopping more enjoyable.

For businesses, many online shoppers choose to return items because the size doesn’t fit or the real-world effect isn’t as expected. Virtual try-on technology provides a preview that’s closer to how it will actually feel and look when worn, reducing the likelihood of these kinds of issues and improving shopping satisfaction. Moreover, with virtual try-on, brands can build closer interactions with consumers—for example, by letting consumers share their try-on results on social media—thereby increasing product exposure and the opportunities to promote the brand.