MUMBAI: In a bid to rewire the way fashion is bought online, Alphabake has launched a generative AI-powered virtual try-on feature for digital-first clothing brands. Touted as a leap over earlier mirror-kiosk-style tech, the solution blends Alphabake's proprietary models with foundational generative AI to deliver photorealistic, hyper-personalised try-on experiences for shoppers.

Already live on platforms like Prashanti Sarees, Jade Blue, and Maatshi, the tech allows users to upload real-world images and view how garments appear in different lighting and settings—indoor, outdoor, day, or night. The goal: to mimic real-life dressing room conditions, reduce purchase hesitation, and bridge the online-offline shopping divide.

“In today’s fast-paced world, virtual try-ons are a boon helping customers see how clothes look on them in different settings”, said Alphabake founder & CEO Krishna Sumanth. “Close to 40 per cent of try-ons are shared on WhatsApp or Instagram and 15 per cent are added to carts. We’re on a mission to enable a trillion try-ons in the next three years”.

Integrated with Shopify and available via API for non-Shopify platforms, the tool is built to scale quickly across D2C retailers. The result: higher conversions, improved top-of-funnel traffic, and lower customer acquisition costs.

Prashanti Sarees CEO Anand Krishnamoorthy hailed the innovation. “Since we integrated Alphabake into our platform, the results have been very impressive. Engagement is up, and so are conversions. It genuinely feels like magic when you see the try-on outputs—realistic, intuitive, and easy to use”, he said.

As fashion brands look to differentiate in an increasingly crowded e-commerce landscape, Alphabake’s technology promises a more immersive, interactive shopping journey that keeps users coming back. With machine learning models evolving fast, the company believes virtual try-ons will become the default experience for fashion e-tail.