Apparel retailers like Zalando, Zara, and ASOS are betting on AI virtual fitting rooms to create a better online shopping experience and cut costly returns (Sonja Wind/Bloomberg)

Zalando, Zara and ASOS are deploying AI-driven virtual fitting rooms to improve online shopping accuracy and reduce the high cost of product returns. The retailers claim the technology can match shoppers with correctly sized garments, aiming to boost conversion rates while cutting return-related expenses.