New Retail | AI Shoe Battle Begins: Aetrex, Volumental, SafeSize Compete for "Your Feet"

Buying shoes is most dreaded when you end up with “toe-top” (shoes with a cramped toe area), and buying clothes is most dreaded when the fit isn’t right. But as AI enters the realm of apparel and footwear, even with remote try-ons for shoes, tops, and pants, you can still find a “Perfect match” that suits you—so you can wear it both stylishly and healthily.

Aetrex is a brand known for healthy, comfortable footwear and corrective insoles, famous for features such as arch support, dispersing pressure across the foot sole, and alleviating plantar fasciitis, as well as its own foot-scanning technology. In the AI era, Aetrex has also introduced technology to upgrade both its products and the consumer experience.

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

The Albert Pro has certain advanced features that Zoe does not have, and it remains Aetrex’s flagship product, priced at 2,995 US dollars (about 23,000 HK dollars), while Zoe is priced at 1,995 US dollars (about 15,000 HK dollars). Aetrex CEO Larry Schwartz noted:

“There are many software solutions on the market that are pushing the development of AI and AI assistants. We, however, have been working hard on the hardware side—researching and developing scanners. We expect the next-generation product to be launched in 2027.”

A hive of AI footwear innovation

Of course, the market also has competitors seeking to outdo Aetrex, and they likewise customize footwear using technologies such as AI and 3D data analysis.

For instance, Sweden’s Volumental sets up 3D foot scanners in its professional running-shoe stores, and it also equips an AI recommendation engine. Its “Fit Engine” AI algorithm analyzes millions of times of foot-scanning data and real purchase data from around the world. Customers simply stand on the scanner, and within seconds it compares real-world data across different shoe brands to recommend the most perfect size and style.

Netherlands-based SafeSize is a 3D AI shoe-fitting expert that integrates virtual and real-world experiences. SafeSize performs 3D scanning of the customer’s ankle and foot, and uses X-ray and 3D technologies to digitally analyze the internal space of shoes on the market. Its AI algorithms can predict how a shoe will “wrap” the foot when walking or running, enabling consumers to get highly accurate matching of size and function.

In China, Shuangchi Technology comes from the famous shoe city of Putian in Fujian. It combines AI foot scanning with smart manufacturing. The scanning results can be directly connected to smart shoe factories, where AI-driven production lines can, within a few hours, complete personalized, customized shoe models for customers—and then ship them out.

AI applications in apparel

Footwear is only one snapshot of AI being used for made-to-fit customization. In the fashion industry as well, technology is being used to improve product quality and the consumer experience. With AI technology, consumers can directly see the real visual effect of clothing on their own bodies.

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

Walmart has launched a virtual try-on system called “Be Your Own Model” within its app. Customers only need to take a personal photo with their phone and enter their height; the AI neural network in the back end then automatically generates a 3D template of the user’s body.

Google’s try-on tool uses an image generation model. By understanding the wrinkles, stretch, and drape that different fabrics create on different customers’ body shapes, it can realistically “put on” billions of garments over the photos that users upload. “Live Try-On” combines AI and AR technology: when customers open their phone camera, the clothes are superimposed on the 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 intelligent sizing AI service developed by FedTech can analyze the user’s body data and personal clothing preferences at the same time, and combine it with the cutting features 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 simply select clothing on their phone or computer and can immediately see the results. In addition, users can quickly try on multiple styles and designs, find the best match for themselves, and enhance the fun of shopping.

For businesses, many online shoppers choose to return items because the size doesn’t fit or the real-world effect doesn’t meet expectations. Virtual try-on technology provides a preview closer to real wearing, reducing the chance of these issues occurring and improving shopping satisfaction. What’s more, through virtual try-on, brands can also build closer interaction with consumers—for example, letting consumers share their try-on results on social media, increasing product exposure and the opportunities to promote the brand.