UK occasionwear retailer Goddiva has revealed plans to launch a next-generation AI virtual try-on experience, allowing customers to visualise how dresses will look and feel on their own bodies before purchasing online.
Initially available to Goddiva’s VIP customers, the feature enables users to upload their own image and view themselves wearing selected styles across both collection pages and individual product listings. The system analyses body structure, proportions and size data to simulate how garments will fit, drape and sit, moving beyond traditional overlay-based virtual try-on tools.
Improving confidence and reducing returns
By offering clearer expectations around fit and appearance, the experience is designed to address common challenges in online fashion retail, including uncertainty, disappointment and unnecessary returns.
“This is about confidence and clarity.
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.”— Yathu Kanagaratnam, Head of Technology & AI Strategy, Goddiva
Sustainability and data privacy
Goddiva has positioned sustainability as a central consideration for the project. Returns are a significant contributor to carbon emissions in e-commerce, driven by repeat shipping and packaging. The retailer expects improved fit accuracy to help reduce its environmental impact while saving customers time and inconvenience.
The platform has been developed entirely in-house using Google Gemini alongside proprietary AI systems. Goddiva confirmed that the experience is fully GDPR-compliant, opt-in only, and that customer images are processed solely to deliver the virtual try-on functionality.
Future developments
As part of the same innovation roadmap, Goddiva is developing an AI-powered size prediction tool that will recommend the most suitable size based on uploaded images and body analysis. In addition, AI video generation is currently in development, with a planned launch in summer 2026. This feature will allow customers to see garments on their own digital likeness in motion.
The virtual try-on experience is currently being trialled with a selected group of VIP customers, with a wider launch planned for early summer. The initiative builds on Goddiva’s growing AI ecosystem, following the introduction of AI-powered shopping and styling tools in 2025.
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