Japanese sizing specialist Makip has unveiled new AI-powered virtual try-on software that turns a model into an avatar for online shoppers.

The company recently launched in the UK and announced its first British customer (Batch LDN). It has now added FaceChange to its offer.

This allows e-shoppers to virtually try on items of clothing they want to purchase by using AI to replace the faces of the online models. 

Users securely upload an image of their face, and FaceChange then swaps it with the face of the model in the imagery so the shopper can picture themselves in the garment.

It’s the latest development in the firm’s Unisize tech and “has been successfully used” in Japan since 2023. The company said it’s been proved “to increase conversion rates by over four times” on average among Japanese shoppers.

And a Japanese survey found that 63% of 559 online shoppers using FaceChange said it helped support their decision to purchase, and when combined with Unisize, the likelihood of purchase can increase in some cases by up to eight times.

Makip said the importance of this comes as the cost of returns runs into billions for retailers. President of the business, Shingo Tsukamoto, said: “There is a clear opportunity for eCommerce fashion and apparel retailers to ensure they provide great online shopping experiences for their customers, such as providing ‘real fitting’ experiences.

“Using a fitting room is not just to check out the sizing, it is an interactive experience, allowing shoppers to see if the clothing they’ve picked off the rail suits them. Until now, Unisize has only allowed online shoppers to confirm the sizing, but now, FaceChange enables shoppers to determine whether it suits them, from the comfort of their home.” 

And the aim isn’t just to show a tall, slim model with the face of a shopper who may be shorter and a very different shape.

Tsukamoto added that as the FaceChange technology advances, “Unisize will be able to accurately adjust both the body shape and features to the specific sizes of the online shopper, creating an even more accurate online shopping experience.”