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Fitting rooms in the cloud: Dealing with the privacy implications of VTO in retail

A robot greets customers at Uniqlo's flagship store in Ginza, Tokyo, Japan.
Photo: Getty Images

Shruti Goel | Shoosmiths, Sherif Malak | Shoosmiths

5 min read
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As retailers embrace AI to improve digital shopping with virtual try-on tech, critical data protection concerns are often overlooked.

What matters

Virtual try-on and augmented reality technologies enable a rich, personalized consumer experience, while also generating valuable data for retailers’ marketing, analytics, and product development teams.

What matters next

Many retailers fail to clearly communicate how VTO technologies work or what data they collect. Generic website privacy notices are

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