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

Buying shoes, the biggest fear is getting “toe-pinching shoes.” Buying clothes, the biggest fear is that the fit won’t flatter your body. But as AI expands into the world of apparel and footwear, even if you do a remote try-on of shoes, clothing, and pants, you can still find a “Perfect match” that suits your taste—so you look stylish and stay healthy.

Aetrex is a brand of healthy, comfortable footwear and corrective insoles, known for features such as arch support, dispersing pressure across the sole, and relieving conditions like plantar fasciitis. It also has its own foot-scanning technology. As it enters the AI era, Aetrex is bringing technology into everything—from its products to the consumer experience—to upgrade them.

Foot-scanning technology is one of Aetrex’s key “killer” innovations. The Zoe’s core is keeping the 3D foot-measurement capabilities of its predecessor, Albert Pro, along with important plantar-pressure analysis, and adding an AI-driven footwear recommendation function. Zoe also includes a built-in AI assistant that helps customers find the right size via voice or text—essentially serving as a virtual sales associate.

The Albert Pro has some advanced features that the Zoe does not, and it remains Aetrex’s flagship product, priced at $2,995 (approximately HK$23,000). Meanwhile, the Zoe is priced at $1,995 (approximately HK$15,000) or below. Aetrex CEO Larry Schwartz noted:

There are many software solutions pushing the development of AI and AI assistants, but we’ve been working hard on the hardware side as well—developing scanning devices. We expect the next-generation product to be launched in 2027.

A Flourishing Competitive Landscape for AI Footwear

Of course, there are also competitors in the market trying to get ahead of Aetrex in one way or another. They, too, customize footwear using technologies such as AI and 3D data analysis.

For example, Sweden’s Volumental installs 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 from around the world. When customers step onto the scanner, they can compare real measurement data from different shoe brands in a matter of seconds, and the system recommends the most perfect size and style.

Netherlands-based SafeSize is a 3D AI shoe fitting expert that integrates virtual and real-world elements. 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 how snug a shoe will feel while walking or running, enabling highly accurate size and function matching for consumers.

In China, Shuangchi Technology comes from Putian, Fujian, the well-known “shoe capital.” It combines AI foot scanning with intelligent manufacturing. The scan results can be directly connected to smart shoe factories, where AI-driven production lines can complete personalized, customized shoe designs for customers and ship them within a few hours.

AI Applications in the Apparel Industry

Footwear is just one example—a snapshot—of using AI for made-to-fit customization. In the fashion industry as well, technology is used to improve product quality and the consumer experience. With AI, consumers can directly see the real visual effect of how a garment would look on their own body.

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

Walmart has introduced a virtual try-on system in its app called “Be Your Own Model.” Customers simply take a personal photo with their phone and enter their height; the AI neural network in the backend automatically generates a 3D template of that 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 body shapes, it realistically “puts on” billions of clothing items over the photos users upload. “Live Try-On” combines AI and AR technology: customers open their phone camera, and the clothing is superimposed onto their body in real time. As they turn or walk, the view changes instantly, 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 user body data and personal clothing preferences, and, combined with the cutting and tailoring strengths of major brands, 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 choose clothing on their phone or computer, and can see the results immediately. In addition, users can quickly try on a variety of styles and designs, find the best match for themselves, and increase 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 provides a preview that is closer to real wear, reducing the likelihood of such issues and improving shopping satisfaction. Furthermore, with virtual try-on, brands can also build closer interaction with consumers—for example, encouraging consumers to share their try-on results on social media, increasing product visibility and creating more opportunities to promote the brand.