Over 70% of shoppers now expect a personalized experience when shopping online. That’s why tools like size recommendation, virtual stylists, and product suggestions have become essential components of successful fashion brands.

AI Tools for Fashion E-Commerce That Actually Work in 2025

Smart Size Recommendation: Accuracy and Personalization

One of the most critical challenges in online apparel shopping is incorrect sizing. This is where AI algorithms are driving a revolution — reducing return rates and significantly improving customer satisfaction.

Zara Size Tool: How Zara’s Size Recommendation Works

Minimal input, maximum effect — that’s the principle behind the intuitive AI-powered sizing tool that Zara has integrated into its e-commerce platform. Unlike bulky virtual fitting rooms or complex forms, Zara focuses on simplicity and speed without compromising accuracy.

How the Zara Size Tool Works:

  1. The user enters their height, weight, and age. Optionally, they can add waist and hip measurements, as well as choose their preferred fit — from tight to loose.

  2. The system then saves the user’s profile and automatically highlights the recommended size on product pages.

  3. During future visits, the user sees their recommended size without needing to re-enter the data.

Zara Size Tool is a clear example of how even a basic AI algorithm, when properly integrated into the customer journey, can significantly boost conversion rates and streamline e-commerce operations — all without complex integrations or privacy risks.

Uniqlo MySize Assist: A New Generation of Sizing Solutions

As incorrect sizing remains one of the main causes of returns in fashion e-commerce, Uniqlo introduced a technologically precise solution to address this challenge.
The centerpiece of this system is the MySize CAMERA feature integrated into Uniqlo’s mobile app. It operates through several key steps:

  1. The user takes two photos — one from the front and one from the side.

  2. The AI algorithm analyzes the images to identify key body parameters.

  3. Based on the photos, the system generates a digital 3D body model that reflects the user's unique anatomical features.

  4. As a result, the user receives not only a recommended size but also a visual prediction of how a specific item will fit their body — including the garment’s fit and drape.

This is a professional virtual fitting experience that accurately reflects body proportions and adapts recommendations to each clothing item in the catalog.

The business impact for Uniqlo includes:

  • a significant reduction in return rates,

  • higher conversion rates during size selection,

  • and increased customer trust in the online shopping process.

Virtual Stylists and Digital Shopping Assistants

Modern shoppers are no longer looking for individual items — they seek complete styling solutions tailored to their look and occasion. That’s why Mango introduced the AI-powered Mango Stylist: an interactive bot that transforms online shopping into a dialogue with a personal stylist. The algorithm analyzes needs, style preferences, body type, season, occasion, and color palette. As a result, it delivers curated total looks — complete outfits including outerwear, shoes, accessories, and a handbag.

This solution does more than speed up the decision-making process — it transforms a standard purchase into an emotional experience. Users can see how items work together, what fits their style, and gain confidence in their choices without relying on third-party tools.

According to BRAB’s analysis, integrating Mango Stylist helps:

  • reduce decision-making time to just a few minutes;

  • increase average order value by offering complete looks instead of single items;

  • boost customer loyalty by creating a sense of personalized “care.”

In 2025, such AI assistants are no longer optional — they are an integral part of emotional selling strategies, where the customer buys not just a product, but confidence, personal style, and a lifestyle.

Visual Search: Find Your Dream Item in Seconds

Today’s shoppers rarely begin their fashion search by browsing categories or using filters. Instead, the journey starts with visual inspiration — a look from Pinterest, a frame from TikTok, or a casual Instagram photo.

ASOS quickly embraced this shift by launching Style Match, an AI-powered tool that lets users search for clothing by image — just like Shazam does for music.

How it works:

  1. A user uploads or snaps a photo of any fashion item.

  2. The AI analyzes its color, silhouette, fabric type, and overall shape.

  3. It then suggests visually similar pieces from the ASOS catalog.

This approach redefines online shopping: instead of browsing and refining filters, a shopper simply uploads a photo and receives instant, emotionally relevant results — enabling fast, confident purchasing decisions.

For businesses, this means:

  • a shorter path from desire to purchase;

  • higher mobile conversion rates;

  • better engagement from Gen Z users who think and shop visually.

Digital Twins + AR Visualization: An Interactive Product Experience

The Viflux platform transforms a standard product page into an immersive 3D experience. Shoppers can rotate clothing and footwear 360°, zoom in on textures, and even “try on” items in their own space using augmented reality (AR).

Thanks to generative AI, highly accurate digital twins are created — precise 3D replicas that reflect the product’s true shape, size, and material. This level of detail is especially crucial for visually-driven categories like fashion and footwear.

What Businesses Gain:

  • reduction in return rates due to more accurate customer expectations,

  • increased conversion thanks to trust in the showcased product,

  • enhanced brand communication through the wow-effect of a modern digital experience.

This approach sets a new standard for online shopping — where trust is built even before the customer clicks the “Buy” button.

River Island Chatbot: 24/7 Customer Support

British fashion brand River Island was one of the first in the mass-market segment to launch a chatbot — RI-bot — an intelligent digital assistant available via Facebook Messenger and Twitter Direct Messages.

This AI tool has become an integral part of the customer experience, providing round-the-clock support without the need for human agents on the front line.

What RI-bot can do:

  • Answer questions about delivery, returns, exchanges, and product availability.

  • Allow customers to track their order status in real time.

  • Locate the nearest physical store based on the user’s location.

  • Provide instant responses even when the contact center is offline.

  • Explain brand policies interactively, replacing lengthy FAQ pages.

The customer receives answers directly in their favorite messengers — without switching to the website or waiting for emails or calls. The result is increased engagement, stronger loyalty, and reduced load on the support team.

Why Should Fashion Brands Integrate AI Today?

Artificial intelligence in fashion e-commerce is no longer a futuristic concept — it’s a powerful competitive edge right now. BRAB’s research shows that brands integrating AI into their sales and personalization processes increase profits 10–20% faster than their competitors. Recommendation engines alone can raise the average order value by 14% and reduce returns by 20–30%.

AI tools for fashion businesses are already delivering results in several key areas:

  • Reducing returns through accurate size prediction.

  • Increasing conversion rates with personalized recommendations and AI-generated content.

  • Boosting customer loyalty via chatbots, digital stylists, and tailored communication.

BRAB: Empowering Fashion E-commerce Brands with Next-Gen AI Tools

Fashion e-commerce marketing is evolving rapidly under the influence of artificial intelligence. At BRAB, we don’t just follow trends — we turn them into high-performing digital strategies. Our agency specializes in complex websites, delivering advanced integrations and custom functionalities.

We build solutions on both CMS platforms and frameworks like Laravel and Symfony, which equips us with the expertise to implement the AI tools featured in this article — from personalized recommendations and virtual stylists to smart size guidance and online fitting rooms. These technologies go beyond enhancing user experience: they give our clients a measurable competitive edge, increase conversions, reduce returns, and build lasting customer trust.

We integrate technology, UX, and marketing to ensure fashion e-commerce projects operate seamlessly and deliver results at every stage.

Discover how we bring this approach to life on our service page: https://brabagency.com/en/services/development/