AIUTA
AIUTA is a modular AI platform providing virtual try-on and AI-generated fashion content tools to fashion brands and retailers via SDK and API integration, with a flagship ASOS deployment covering approximately 10,000 products in the UK and US.
- Company typePrivate
- Founded2022
- HeadquartersDover, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What AIUTA does
AIUTA is a modular AI innovation platform serving fashion brands and retailers, with its primary operating base in London, UK and a registered entity (Aiuta USA, Inc.) in Dover, Delaware. The company develops virtual try-on technology and AI-generated content creation tools that address two pain points in fashion e-commerce: the approximately 40% online return rate driven by fit and style uncertainty, and the high cost of traditional product photo shoots. The platform combines generative AI, computer vision, and recommendation engines trained on fashion-specific data with emphasis on diverse body representation and fabric/pattern/texture replication, producing try-on generations in 4-7 seconds per image.
The product portfolio consists of the Shopper Experience (Virtual Try-On) for customer-facing visualization, AIUTA Studio for AI-generated professional fashion imagery and AI fashion model creation, and the AI Stylist consumer app for personalized outfit recommendations. Technology is delivered via a Unified API (Try-On, Studio, Analytics endpoints at api.aiuta.com) and native SDKs for Android, iOS, Flutter, and Web, with authentication via API key or JWT, analytics integration, custom UI theming, and localization support. A flagship February 2026 partnership with ASOS deployed hybrid virtual try-on across approximately 10,000 products on the ASOS iOS app in the UK and US, validating the platform at enterprise scale.
The business model combines B2B SaaS licensing to fashion brands and retailers (with custom-negotiated multi-year contracts, "Talk to sales" enterprise engagement, and SDK/API-based embedded distribution) with a B2C consumer app revenue stream via freemium with paid auto-renewing subscriptions distributed through Apple App Store and Google Play. Marketing relies on earned media in Forbes, The Guardian, CNBC, and fashion-tech trade publications, supplemented by developer-focused documentation at docs.aiuta.com and organic social presence. The company is GDPR, CCPA, and PIPEDA compliant and operates with a leadership team including CEO Maísa Benatti, CTO Sergey Akimov, COO Andrei Barashenko, CCO Juliana Vail, and Chairman Lev Khasis.
AIUTA firmographics
Firmographics- Name
- AIUTA
- Legal name
- Aiuta USA, Inc.
- Website
- https://aiuta.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AIUTA is a modular AI platform providing virtual try-on and AI-generated fashion content tools to fashion brands and retailers via SDK and API integration, with a flagship ASOS deployment covering approximately 10,000 products in the UK and US.
- Ownership category
- akta.pro rank
AIUTA industry classification
Industry- Product category
- Virtual Try-On and Fashion AI Software
- NAICS
- Software Publishers (5132), Computer Systems Design Services (541512)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs) (HDAEANAJ)
- akta.pro secondary industry
- AI Integration & Orchestration Platforms (Connectors, Workflow, iPaaS for AI) (HDAEANAI)
Keywords
Where AIUTA is headquartered
LocationHeadquarters
- HQ city
- Dover
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
AIUTA business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- B2B SaaS / Virtual Try-On Licensing: AIUTA sells virtual try-on and AI content generation capabilities to fashion brands and retailers via B2B SaaS contracts. Brands integrate AIUTA's SDK/API into their e-commerce platforms. Pricing is based on subscription or usage, with enterprise contracts negotiated individually. The company also offers 'Talk to sales' for customized commercial arrangements.
- AIUTA Studio (Content Generation): AIUTA Studio is positioned as a content generation tool for fashion brands to replace expensive photo shoots. This is sold as part of the B2B SaaS offering, with the Studio API available to enterprise customers. The platform enables brands to generate professional visuals at scale, cutting production cycles and costs.
- Consumer App (AI Stylist): AIUTA offers a consumer-facing AI Stylist app providing personalized fashion advice, virtual try-on, and wardrobe management. The basic version of consumer apps is free of charge. Paid subscriptions (auto-renewing) are available for premium features. EEA consumers have 14-day withdrawal rights and can manage subscriptions via Apple App Store or Google Play.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Consumer Basic — Free tier |
| Subscription | Monthly | Consumer Paid Subscription |
| Subscription | Multi-year contract | B2B Enterprise — Custom negotiated |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
AIUTA product offering
Product offeringCore offering
AIUTA builds an AI-powered software platform for fashion brands and retailers that delivers Virtual Try-On (Shopper Experience), AI-generated product and model imagery (AIUTA Studio), and personalized AI styling (AI Stylist). Capabilities are exposed via SDKs (Android, iOS, Flutter, Web) and a Unified API so brands can embed try-on and content generation directly into their e-commerce experience. The company also sells a consumer-facing AI Stylist app via app stores.
Product overview
AIUTA is a modular AI innovation platform for fashion brands and retailers. The portfolio consists of Shopper Experience (Virtual Try-On) enabling customers to visualize garments on themselves with 4-7 second load times and up to 7x faster processing than competitors, and AIUTA Studio for professional-quality visual content creation including AI fashion models and product shots. The AI Stylist add-on provides personalized outfit recommendations. The unified API consolidates all capabilities for enterprise integration. SDKs are available for Android, iOS, Flutter, and Web platforms.
Differentiator
Problem solved
Functional benefit
Products and services
- Shopper Experience (Virtual Try-On)
Quantifiable outcome
- 4-7 second load times for try-on generation
- +3 more outcomes
Companies that use AIUTA
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
AIUTA technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability5 records
Feature6 records
AIUTA partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship and minor.
- ASOSflagshipASOS, a major UK-based online fashion retailer, partnered with AIUTA to launch hybrid virtual try-on technology on its iOS app in February 2026. The feature allows customers to visualize garments using their own uploaded photo or AI-generated virtual models representing diverse body types and skin tones. The initial rollout covered approximately 10,000 products for select customers in the UK and US, with broader global expansion planned. The partnership is a flagship commercial deployment of AIUTA's technology with one of the world's largest online fashion retailers.
- CatchesminorAIUTA is mentioned alongside Catches and Genlook as AI startups developing virtual try-on technology to address the retail industry's multi-billion-dollar product return problem. This is a competitive landscape reference rather than an actual partnership.
- GenlookminorAIUTA is mentioned alongside Catches and Genlook as AI startups developing virtual try-on technology. This is a competitive landscape reference rather than an actual partnership.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
AIUTA competitors and assessment
Company assessmentDirect peers
- Vue.ai: Vue.ai is an AI platform for fashion retailers offering visual search, personalization, and virtual try-on / styling. It is the closest direct peer to AIUTA in the fashion-AI vertical, with overlapping B2B SDK/API distribution and similar retailer pain points (returns, content production).
- True Fit: True Fit provides AI-driven fit and size recommendations to fashion retailers, directly addressing the same ~40% return-rate problem AIUTA targets. It is a direct competitor in the conversion / return-reduction use case, complementary on fit-data depth vs. AIUTA's visual try-on.
- Threekit: Threekit offers 3D product visualization and configuration for retail and apparel brands, overlapping with AIUTA Studio's content-generation and shopper-experience use cases. Both target fashion and apparel buyers seeking to replace photo shoots and improve conversion.
- Reactive Reality (MirrAR / Reactiv): Reactive Reality (MirrAR) builds virtual try-on and digital fitting room technology for fashion e-commerce, with a similar SDK/API distribution model. It is a direct VTO competitor with overlapping enterprise retailer customers and comparable try-on quality focus.
- Wannaby (AR Try-On): Wannaby (formerly Zeekit, acquired by Walmart) developed AR-based virtual try-on for footwear and apparel. It is a direct VTO peer at the technology level, with AIUTA's fashion focus overlapping most closely with Wannaby's apparel pilots.
- Style.me: Style.me provides AI-powered virtual fitting and styling for fashion e-commerce, including SDK/API integrations for retailers. It is a direct VTO competitor with comparable B2B distribution and enterprise fashion-retail customer base.
Broad incumbents
- Snap (Snapchat AR Try-On): Snap ships AR try-on lenses for fashion and beauty brands via its AR Enterprise platform. It is a broad incumbent whose AR shopping suite competes for the same fashion-brand budget as AIUTA but at platform-bundled pricing.
- Google (AR Try-On in Shopping): Google has been rolling out AR try-on for apparel and shoes directly within Google Shopping and Search. As a broad incumbent with massive distribution, it represents the biggest platform-level competitive threat to AIUTA's VTO business.
Emerging players
- Obsess (Virtual Storefronts): Obsess builds immersive 3D and AR shopping experiences for fashion and beauty brands, including virtual try-on integrations. It overlaps with AIUTA on the visual merchandising and try-on buyer at fashion retailers, with a stronger 3D-storefront orientation.
- Botika: Botika uses generative AI to create fashion model imagery and product photos for apparel brands, directly overlapping with AIUTA Studio's AI-generated product-shot use case. It is an emerging player competing for the same fashion content-production budget.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
AIUTA social profiles
Digital presenceAIUTA compliance and trust
Trust signalCompliance3 records
AIUTA financial estimates
Financial estimateRevenue estimate
Valuation estimate
AIUTA leadership team
Management profileNumber of profiles
Profiles8 records
AIUTA funding detail
Funding detailFunding overview
Funding rounds3 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AIUTA M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AIUTA
What does AIUTA do?
AIUTA builds an AI-powered software platform for fashion brands and retailers that delivers Virtual Try-On (Shopper Experience), AI-generated product and model imagery (AIUTA Studio), and personalized AI styling (AI Stylist). Capabilities are exposed via SDKs (Android, iOS, Flutter, Web) and a Unified API so brands can embed try-on and content generation directly into their e-commerce experience. The company also sells a consumer-facing AI Stylist app via app stores.
Is AIUTA a public or private company?
AIUTA is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AIUTA founded?
AIUTA was founded in 2022. It employs 11 to 50 people.
Where is AIUTA based?
AIUTA is headquartered in Dover, United States, in the North America region.
How does AIUTA make money?
Three revenue lines are on record. B2B SaaS / Virtual Try-On Licensing is the primary driver. The others are AIUTA Studio (Content Generation) and consumer App (AI Stylist).
Who are AIUTA's main competitors?
Direct peers on record are Vue.ai, True Fit, Threekit, Reactive Reality (MirrAR / Reactiv), Wannaby (AR Try-On) and Style.me. Broad incumbents are Snap (Snapchat AR Try-On) and Google (AR Try-On in Shopping). Emerging players are Obsess (Virtual Storefronts) and Botika.
Does AIUTA have an API?
Yes. AIUTA offers a public API with multiple endpoints including: Try-On API (https://api.aiuta.com/digital-try-on/v1), Analytics API (https://api.aiuta.com/analytics/v1), Unified API, Studio API, and Try-On API. Available as REST API with SDKs for Android (minSdk 23, targetSdk 36), iOS (13+, Xcode 15.3+), Flutter (>=3.1.0, Flutter >=3.19.6), and Web. Authentication methods include API key and JWT with subscription ID. Documentation available at https://docs.aiuta.com with Swagger UI for API testing. Developer documentation is at docs.aiuta.com.
What industry is AIUTA in?
AIUTA's product category is Virtual Try-On and Fashion AI Software. Its primary akta.pro industry code is HDAEANAJ, AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs), with a secondary code of HDAEANAI, AI Integration & Orchestration Platforms (Connectors, Workflow, iPaaS for AI). Its NAICS code is 5132 and its SIC code is 7372.