Aditya Birla Fashion and Retail Limited (ABFRL) is evaluating AI-powered virtual try-on technology for its physical retail network, as the fashion retailer looks at new ways to use artificial intelligence to improve in-store product discovery and personalisation.
The technology was showcased at the Aditya Birla Fashion Excellence Day in Mumbai by PointAI, an existing AI technology partner and vendor to ABFRL. The demonstration included an In-Store Virtual Trial Room and an AI Fashion Advisor designed to help customers visualise outfits and receive personalised product recommendations while shopping.
PointAI's Virtual Trial Room allows customers to see themselves wearing apparel virtually in about one second, according to the company. Shoppers can also combine different garments to visualise complete looks without physically trying on every combination.
The system is powered by PointAI's Simulation AI technology, which combines artificial intelligence models with physics-based simulation to model how garments may appear across different body shapes and sizes. PointAI said its technology has been trained across more than 200,000 body-type variations and can generate a garment visualisation in under one second.
The company claims its approach is faster and less expensive than generative AI-based virtual try-on systems, which it says can take between 30 and 60 seconds to generate an image. PointAI claims its technology can operate at roughly one-hundredth of the cost. These performance and cost figures are company-reported and have not been independently verified.
Alongside the virtual trial room, PointAI demonstrated an AI Fashion Advisor that can recommend products and styling options based on a shopper's preferences, body profile and requirements. The two technologies could allow customers to discover products, experiment with clothing combinations and receive recommendations through a connected digital experience inside stores.
Nitin Vats, Founder and CEO of PointAI Technologies, said the next phase of commerce would increasingly involve consumers delegating discovery to agents and assistants capable of providing showroom-like experiences online.
ABFRL and PointAI are currently evaluating the technology for potential use across the retailer's network of nearly 3,000 stores in India. However, no memorandum of understanding has been signed for a nationwide rollout, and a specific deployment timeline has not been announced.
The initiative reflects the growing use of AI in fashion retail, where brands are exploring technology not only for online recommendations but also for physical-store experiences. Virtual try-ons could potentially reduce the friction involved in trying multiple garments while giving retailers another way to personalise product discovery.
For ABFRL, the current showcase remains an evaluation rather than a confirmed network-wide deployment. If adopted more broadly, it would extend the retailer's use of AI into the physical shopping journey, combining traditional stores with virtual product discovery and AI-assisted recommendations.
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