Two start-ups are using AI to drastically improve the visual quality of virtual try-on avatars, removing one of the biggest barriers to uptake.

From ChatGPT and Google’s shopping-focused search updates this summer, to AI agents becoming a reality, the tech that’s shaping online shopping today looks completely different from this time last year. Virtual try-on is no exception.

After a few fallow years on the investment front, venture capitalists are betting on a new wave of virtual try-on start-ups that promise to transform the way we shop. The apps’ digital avatar technology makes previous experiments look rudimentary — digital twins, created from user selfies, are more photorealistic than ever. Celebrities, influencers and stylists are buying in, and this weekend, Doji launched its first exclusive in-app brand partnership with Peter Do. Will more brands follow?