AI virtual try-on tools could reduce fast-fashion waste

A recent study suggests that AI-driven virtual try-on tools and chatbots could significantly reduce fast-fashion waste by encouraging clothing rental services. While rental platforms like By Rotation, Hurr, John Lewis, and Selfridges are growing in popularity, many online services lack the ability for customers to test fit and style before committing to a rental.

Research involving focus groups and interviews indicates a strong consumer desire for AI tools that allow users to see how clothing looks on them via integrated avatars. These AI chatbots could assist shoppers by discussing size and fit, answering questions regarding rental details such as stains or extra costs, and providing sustainability information.

By helping consumers visualize items more accurately, these technologies may facilitate a mindset shift away from purchasing new fast fashion toward more sustainable, rental-based wardrobes, particularly among Gen Z consumers who prioritize environmental values.