PRIME AI

What PRIME AI does

PRIME AI (Prime AI Ltd) is a privately held UK company founded in 2018 that builds AI software for fashion e-commerce, with a portfolio centered on the Size Finder Suite — Clothing Size Finder (Pro and Lite), Shoe Size Finder, and Bra Size Finder — that uses predictive AI to recommend accurate sizing and reduce fit-related returns. Beyond sizing, the company offers computer-vision products (Virtual Try-On and Visual Search) that let shoppers visualize garments on their own bodies and search by image, plus a Refund Abuse Prevention tool and a newer Persistent Device ID / Telemetry API that surfaces pre-login risk signals (VPN, proxy, private browsing, browser tampering) for fraud and risk scoring.

Underlying capabilities span predictive analytics, computer vision, anomaly detection, and recommendation engines, trained against a proprietary dataset of over one million analyzed fashion returns — an asset that supports both core sizing models and adjacent fraud/abuse detection. Distribution is dual-channel: an enterprise direct-sales motion landing logos such as Speedo, New Balance, and a 14-brand multi-brand fashion retailer, alongside a self-serve footprint via the free Shopify app (Clothing Size Finder - Lite) and a developer-first API tier offering 5,000 free calls.

The business model combines subscription and usage-based API pricing for the SaaS products, quote-based enterprise contracts requiring a demo, and bespoke Custom AI Development Services for tailored implementations. The website is localized into seven languages (EN, FR, IT, DE, ES, PT, PT-BR), signalling an international go-to-market posture despite the absence of disclosed funding, revenue, or headcount figures.

Name

PRIME AI

Legal name

Prime AI Ltd

Website

https://primeai.co.uk

Company type

Private

Founded year

2018

Operating status

Operating

Short description

PRIME AI is a UK-based AI software company founded in 2018 that sells predictive sizing, virtual try-on, visual search, and fraud-prevention tools to fashion e-commerce retailers, including Speedo and New Balance.

Ownership category

akta.pro rank

Product category

Fashion E-commerce AI Software

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs) (HDAEANAJ)

akta.pro secondary industry

AI/ML Engineering & Model Development Services (BPAEAHAF)

Keywords

• Fashion sizing AI
• E-commerce sizing software
• Virtual try-on technology
• Refund abuse prevention
• Device ID API

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. API/SaaS Subscriptions: PRIME AI generates revenue through subscription-based API access and SaaS licensing for their AI tools including Device ID API, Size Finder Suite, and fraud prevention services. The mention of '5,000 free API calls' suggests usage-based pricing alongside recurring subscriptions.
2. Usage-based API Pricing: The company offers API access with free tier (5,000 requests) indicating consumption-based usage pricing for their Device ID and Telemetry API services.
3. Custom AI Development Services: Bespoke AI development services offered as professional services for custom implementations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

PRIME AI builds and sells AI-powered software tools that help online fashion retailers recommend accurate clothing, footwear, and bra sizes, offer virtual try-on and visual search, and prevent return/refund abuse via a Persistent Device ID and risk-signals API. Products are delivered as SaaS/API subscriptions with custom AI development available for bespoke integrations.

Product overview

PRIME AI offers a suite of AI-powered e-commerce tools focused on fashion sizing, fraud prevention, and visual search. The portfolio includes the Size Finder Suite (comprising Clothing Size Finder-Pro, Shoe Size Finder, and Bra Size Finder) providing predictive AI for accurate size recommendations; Virtual Try-on for visualising clothing on customers' bodies; Visual Search for image-based product discovery; and the Persistent Device ID API for device recognition with real-time risk signals. Additional offerings include Refund Abuse Prevention software and Custom AI Services for bespoke development. These are largely standalone tools that can be integrated into e-commerce platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Clothing Size Finder – Pro: Predictive AI tool for clothing size recommendations with full customizability for fashion e-commerce.
• Clothing Size Finder – Lite
• Prime AI Telemetry API

Products and services

• Persistent Device ID API
• Refund Abuse Prevention
• Clothing Size Finder – Pro
• Shoe Size Finder
• Bra Size Finder
• Virtual Try On
• Visual Search
• Custom AI Services
• Clothing Size Finder - Lite

Quantifiable outcome

• Multi-brand retailer achieved return reduction across 14 brands using PRIME AI size recommendation tool
• +2 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature5 records

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Sizebay: Sizebay provides AI size recommendation plugins for fashion ecommerce platforms, particularly in LATAM markets, and overlaps with PRIME AI's sizing suite and its Brazilian Portuguese site presence.
• Vue.ai: Vue.ai provides an AI platform for retail covering visual search, virtual try-on, product tagging, and personalization, directly overlapping with PRIME AI's visual search and virtual try-on offerings. Both serve enterprise fashion and apparel retailers.
• Syte: Syte offers visual AI for ecommerce including visual search and product discovery, comparable to PRIME AI's Visual Search product. Both sell APIs and SDKs to fashion and home goods retailers.
• Bold Metrics: Bold Metrics provides AI-powered size recommendations and body modeling for apparel retailers, overlapping directly with PRIME AI's Clothing Size Finder. Both target fashion ecommerce buyers with predictive fit APIs.
• True Fit: True Fit is the most direct competitor to PRIME AI's Size Finder Suite, offering AI-driven clothing and shoe size recommendations to fashion retailers and brands. Both companies sell subscription-based sizing software aimed at reducing returns in apparel ecommerce.
• Fit Analytics (Snap Inc.): Acquired by Snap Inc., Fit Analytics offers size and fit recommendation tools to global fashion retailers and is a direct competitor to PRIME AI's sizing suite. Customers include North Face, ASOS, and Boohoo, mirroring PRIME AI's enterprise fashion buyer.
• Zoovu: Zoovu offers AI product discovery, guided selling, and personalization for ecommerce, with overlap on PRIME AI's visual search and recommendation capabilities. Both target enterprise retail buyers.

Emerging players

• Riskified: Riskified is a fraud and risk management platform for ecommerce that overlaps with PRIME AI's Refund Abuse Prevention and Persistent Device ID API. Both sell into fashion retailers seeking to reduce chargebacks and refund abuse.
• 3DLOOK: 3DLOOK provides AI body scanning and virtual try-on for apparel ecommerce, overlapping with PRIME AI's Virtual Try-On and Size Finder Suite. Comparable use cases in fit prediction and return reduction.

Broad incumbents

• Shopify (Klaviyo/Shopify Magic): Shopify's platform increasingly bundles native AI sizing and merchandising features that compete with PRIME AI's Shopify Lite app and broader suite. PRIME AI's Shopify presence shows this is a live channel relationship rather than pure displacement.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights2 records

Customer concentration

• Xx.com/PrimeAI_LTD
• YouTubeyoutube.com/channel/UCNWuhvMhAcpsAs4abgj_lUg
• LinkedInlinkedin.com/company/primeai
• Instagraminstagram.com/prime_ai

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PRIME AI