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

Buying shoes, the biggest fear is getting “toe-pinching shoes”; buying clothes, the biggest fear is clothes that don’t fit properly. But as AI enters the world of apparel and footwear, even if you try on remotely, you can still find the “Perfect match” that suits what you like—so you can look trendy and stay healthy at the same time.

Aetrex is a brand of healthy, comfortable footwear and corrective insoles, renowned for functions such as arch support, dispersing pressure on the soles, and relieving plantar fasciitis, and it also has its own foot scanning technology. As the AI era arrives, Aetrex has likewise introduced technology to upgrade its products—and even the consumer experience.

Foot scanning technology is one of Aetrex’s major “killer features.” Zoe’s key 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 shoe recommendation function. Zoe also has a built-in AI assistant that helps customers find the right size via voice or text—making it essentially a virtual shop assistant.

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

There are many software companies promoting the development of AI and AI assistants. As for us, we’ve been focusing on hardware as well, developing scanning devices, and we expect the next-generation product to be launched in 2027.

AI Footwear—Let a Hundred Flowers Bloom

Of course, there are also competitors in the market that want to outdo Aetrex in some way, and they likewise 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 an AI recommendation engine. Its “Fit Engine” AI algorithm analyzes millions of foot scans and real purchase data from around the world. When customers stand on the scanner, within seconds they can compare the measured data of different shoe brands, and the system recommends the most perfect size and style.

Netherlands-based SafeSize is a 3D AI shoe try-on expert that integrates virtual and real-world elements. SafeSize performs a 3D scan of customers’ ankles and uses X-ray and 3D technology to digitally analyze the internal space of shoes available on the market. Its AI algorithm can predict the “wrapping feel” of shoes when walking or running, enabling highly precise size-and-function matching for consumers.

In China, Shuangchi Technology comes from Putian in Fujian, a famous shoe manufacturing hub. It combines AI foot scanning with smart manufacturing. The scanning results can be directly linked to intelligent shoe factories, where AI-driven production lines can, within a few hours, complete and ship personalized, customized shoe styles for customers.

AI Applications in Ready-to-Wear Fashion

Footwear is only a snapshot of AI applications built to fit individual needs. 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 clothing on themselves.

The “MySize ASSIST” feature in the UNIQLO App lets customers take front and side photos using their phone camera, and the AI will automatically calculate data such as bust and waist measurements, then accurately recommend 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 enter their height; the AI neural network in the backend will automatically generate 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 customers’ body shapes, it realistically “puts on” billions of clothing items over the photos users upload. “Live Try-On” combines AI and AR technology: when customers open the camera view on their phone, the clothes are overlaid on the body in real time, and as the user turns or walks around, the angle changes instantly—almost as if standing in front of a large mirror in a fitting room.

The infFITS intelligent sizing AI service developed by FedTech can simultaneously analyze a user’s body data and personal clothing preferences, 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. Without needing to go in and out of fitting rooms, consumers can simply choose clothing on their phone or computer and immediately view the results. What’s more, users can quickly try on multiple styles and designs to find the combination that suits them best, increasing the fun of shopping.

For businesses, many online shoppers choose to return items because the size doesn’t fit or the actual effect isn’t what they expected. Virtual try-on technology can provide previews closer to real wearing, reducing the likelihood of such problems and improving shopping satisfaction. In addition, through virtual try-on, brands can also build a 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.