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

The biggest worry when buying shoes is getting “toe-box shoes” that pinch your toes, and the biggest worry when buying clothes is choosing something that doesn’t fit you well. But with AI entering the world of footwear and apparel, even if you can try shoes, shirts, and pants remotely, you can still find the “Perfect match”—and wear it in a trendy yet healthy way.

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

Foot-scanning technology is one of Aetrex’s standout “killer” features. Zoe’s key advantage lies in preserving the core 3D foot-measurement capability of its predecessor, Albert Pro, along with 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—essentially acting as a virtual sales clerk.

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 at $1,995 (about 15,000 HKD) or below. Aetrex CEO Larry Schwartz noted:

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

AI footwear: a crowded field

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

For example, Sweden’s Volumental installs 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-scanning instances and real purchase data worldwide. Once customers step onto the scanner, it can compare real-world measurements across different shoe brands within seconds, recommending the most perfect size and style.

Netherlands-based SafeSize is a 3D AI shoe-fitting expert that integrates virtual and real-world elements. SafeSize conducts a 3D scan of customers’ ankles and uses X-ray and 3D technology to digitally analyze the interior space of shoes on the market. Its AI algorithm can predict how well a shoe will fit and feel when customers walk or run, enabling highly precise size and function matching for consumers.

In China, Shuangchi Technology comes from Putian, Fujian—the famous “shoe capital.” It combines AI foot scanning with smart manufacturing. The scan results can connect directly to intelligent shoe factories, and an AI-driven production line can complete personalized, custom shoe styles for customers within a few hours—then ships them out.

AI applications in apparel

Footwear is just one snapshot of AI-driven made-to-order. In the fashion world, technology is also used to improve product quality and the consumer experience. With AI technology, consumers can directly see the realistic visual effect of clothing on themselves.

UNIQLO App’s “MySize ASSIST” feature lets customers take front and side photos using their phone camera. The AI then automatically calculates data such as bust 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 just need to take a personal photo with their phone and enter their height; the AI neural network in the backend then automatically generates a 3D body template for that user.

Google’s try-on tool uses an image generation model. By understanding how wrinkles, stretch, and drape of different fabrics appear on different customers’ body shapes, it realistically “wears” billions of pieces of apparel over the photos users upload. “Live Try-On” combines AI and AR technology: when customers open the phone camera, the clothing overlays 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 both users’ body data and their personal clothing preferences, and it combines the cutting and tailoring features of major brands to recommend the most perfect size.

By introducing virtual try-on, customers can save time and effort—they don’t have to go in and out of fitting rooms. Consumers simply select clothing on their phone or computer and can immediately see the results. What’s more, 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 actual results don’t meet expectations. Virtual try-on technology can provide a preview closer to the real wearing experience, reducing the likelihood of such issues and improving overall shopping satisfaction. In addition, through virtual try-on, brands can build closer interactions with consumers—for example, by letting consumers share their try-on results on social media, increasing product exposure and creating more opportunities to promote the brand.