Online fashion retailer Goddiva preps launch of AI tech powered virtual try-on experience
Goddiva has announced the upcoming launch of an AI virtual try-on experience.
Designed initially for the online retailer’s VIP customers, this allows users to upload their own image and visualise themselves wearing Goddiva styles across both collection pages and individual product pages. This is not a simple overlay or face-based visual, the company says. The system analyses body structure, proportions, and size data to simulate how a garment will fit, drape, and sit on the customer’s unique body shape.
“This is about confidence and clarity,” says Yathu Kanagaratnam, Head of Technology & AI Strategy at Goddiva. “When customers can see themselves in a dress - not a model, not an avatar, but them - they can make better decisions. That means fewer returns, less frustration, and a far better overall experience.”
The initiative also plays a role in Goddiva’s sustainability strategy. It says that, by improving fit accuracy and purchase confidence, the virtual try-on experience is expected to significantly reduce return rates.
The platform is built entirely in-house, using Google Gemini alongside proprietary AI systems developed by Goddiva’s technology team. The feature is fully GDPR compliant, opt-in only, and customer images are processed solely to deliver the virtual try-on experience.
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Goddiva is also developing an AI powered size predictor, which will use uploaded images and body analysis to guide customers toward the most suitable size. This feature is currently in development.
It also reports that AI video generation is under production. This feature, scheduled to be available in the summer, will allow customers to see how fabrics move and catch the light on their own digital likeness in motion, with the aim of further strengthening fit accuracy and customer understanding.
“This is another major step in how we reimagine online fashion,” Kanagaratnam adds. “It’s about reducing disappointment, respecting the customer’s time, and building a smarter, more responsible way to shop for occasionwear.”
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