AIUTA

Virtual Try-On and Fashion AI Softwareaiuta.com

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 industry: PRIMARYHDAEANAJ
AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs)
Hardware, Technology & Telecom/Enterprise Platforms & Databases/Artificial Intelligence Platforms for Enterprise
SECONDARYHDAEANAI
AI Integration & Orchestration Platforms (Connectors, Workflow, iPaaS for AI)
Hardware, Technology & Telecom/Enterprise Platforms & Databases/Artificial Intelligence Platforms for Enterprise

Keywords

Virtual try-on software
AI fashion platform
Generative AI styling
Fashion retail SDK
AI content generation

Where AIUTA is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers3 records

Segments2 records

Ideal customer profiles2 records

AIUTA technology and API

Technology

Technology 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 signal

Partnerships

Three partnerships are on record, tiered flagship and minor.

ASOSflagshipStrategic or Co-development Partner · 1 February 2026ASOS, 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.
CatchesminorOthersAIUTA 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.
GenlookminorOthersAIUTA 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 assessment

Direct 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 compliance and trust

Trust signal

Compliance3 records

AIUTA financial estimates

Financial estimate

Revenue estimate

Valuation estimate

AIUTA leadership team

Management profile

Number of profiles

Profiles8 records

AIUTA funding detail

Funding detail

Funding 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 investment

M&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?

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.