Goddiva today announced the upcoming launch of a next-generation AI virtual try-on experience, created to help customers understand how they will truly look and feel in a dress before making a purchase.
Designed initially for Goddiva VIP customers, the new technology allows users to upload their own image and visualise themselves wearing Goddiva styles across both collection pages and individual product pages. This is not a simple overlay or face-based visual. The system analyses body structure, proportions, and size data to simulate how a garment will fit, drape, and sit on the customer’s unique body shape.
By giving customers clearer expectations of fit and appearance, Goddiva aims to directly tackle some of the biggest challenges in online fashion retail – uncertainty, disappointment, and unnecessary returns.
“This is about confidence and clarity,” said Yathu Kanagaratnam, Head of Technology & AI Strategy at Goddiva.
“When customers can see themselves in a dress – not a model, not an avatar, but them – they can make better decisions. That means fewer returns, less frustration, and a far better overall experience.”
Sustainability and Privacy at the Core
The initiative also plays a meaningful role in Goddiva’s sustainability strategy. Returns are one of the largest contributors to carbon emissions in e-commerce, driven by repeat shipping, repackaging, and waste. By improving fit accuracy and purchase confidence, the virtual try-on experience is expected to significantly reduce return rates, lowering the brand’s environmental impact while saving customers time and inconvenience.
The platform is built entirely in-house, using Google Gemini alongside proprietary AI systems developed by Goddiva’s technology team. Privacy and trust are fundamental to the solution: the feature is fully GDPR-compliant, opt-in only, and customer images are processed solely to deliver the virtual try-on experience.
The Future Roadmap: Size Prediction and Video Generation
As part of the same innovation roadmap, Goddiva is also developing an AI-powered size predictor, which will use uploaded images and body analysis to guide customers toward the most suitable size. This feature is currently in development and will be released in a future phase, further strengthening fit accuracy and customer understanding.
Expanding the boundaries of digital shopping even further, Goddiva confirmed that AI video generation is also under production. This cutting-edge feature, scheduled to be available in summer 2026, will allow customers to see how fabrics move and catch the light on their own digital likeness in motion, further strengthening fit accuracy and customer understanding.
The virtual try-on experience is currently being trialled with a selected group of VIP customers, with a broader launch planned for early summer.
“This is another major step in how we reimagine online fashion,” Kanagaratnam added.
“It’s about reducing disappointment, respecting the customer’s time, and building a smarter, more responsible way to shop for occasionwear.”
The launch builds on Goddiva’s growing AI ecosystem, following the successful introduction of its AI-powered shopping and styling tools last year. Together, these innovations position Goddiva as one of the most technology-forward fashion retailers in the UK, focused on personalisation, sustainability, and long-term customer trust.
