AI Try-On Technology in the fashion Industry

In a world where generative AI is disrupting industry after industry, it was only a matter of time before fashion took center stage.

Recently, Google announced its new Generative AI Try-On feature; a powerful tool that allows shoppers to visualize clothing on a range of real body types using AI-powered realism. It’s a move that has drawn praise across the tech and retail spaces. But for me, it sparked a very personal moment of déjà vu.

Because exactly one year ago, I pitched this same idea.

The Birth of XXTYLE

During a final-round interview for a Product Manager role with one of the UK’s leading fashion retailers, I presented a bold concept: XXTYLE; a fully AI-powered virtual try-on platform designed to bridge the gap between personalization and inclusivity in fashion e-commerce.

At the heart of the concept was a persona I built named Natalylia; a plus-size professional navigating a poor online shopping experience. Her frustrations were all too familiar: uncertainty around fit, lack of realistic visualizations, and limited representation in styling options.

The pitch proposed an interactive digital wardrobe experience where users could:

• Upload their photo and measurements
• Try on clothing with AI-generated 2D realism
• Build and save outfits in a personal styling room
• Confidently purchase based on an authentic preview
• Reduce returns and boost conversion
• Most importantly: feel seen and represented

I presented the customer journey, user interface ideas, the underlying data architecture, and even the commercial rationale: better user retention, lower returns, and increased purchase confidence.

The Response?

“This is innovative… but the risks feel too high for us right now.”

In other words: Great idea, but we’ll pass.

At the time, I walked away wondering how many industry-defining ideas are dismissed because they seem too unfamiliar or too ambitious. What I didn’t expect was that within a year, the same concept would emerge under a global brand Google and shake the very category I was pitching to improve.

The Real Cost of Playing It Safe

Let’s be clear: risk aversion doesn’t prevent disruption. It simply transfers the opportunity to someone braver.

In this case, to a team that saw the potential, built it fast, and shipped it into the hands of millions.

This is not a story about resentment. It’s a reflection on innovation.

Because here’s the truth: ideas are not rare. Execution and belief are.

As product builders, founders, and creators; we must document our ideas, share them, and believe in them even when the room says “not yet.”

Too often, bold ideas get filtered out of the room before they can breathe. And too often, companies pass up the very advantage they hired you to uncover.

Looking back, I’m grateful that I had the chance to put my thinking on paper (like I have done for some other genius idea I have); to build a use case, map a journey, and explore how AI could unlock a better future in fashion commerce.

And now that the tech is catching up? I’m more convinced than ever that visionary work has a place. Maybe not in every room; but definitely in the right one.

👁‍🗨 Curious about the XXTYLE use case?
Feel free to download the PDF by clicking on the image. I will love to hear your feedback. I’m always open to collaboration, consultation, or co-creation with brands that are ready to lead, not lag.

Innovation belongs to the brave.
Let’s build for the future, not just manage the present.