Sizing in fashion has always been chaos. A size 10 at one brand is a size 12 at another. Online shopping means buying three sizes of the same item and returning two. Fitting rooms are often poorly lit with terrible mirrors.

Now AI body scanning is being positioned as the solution. Walk into a booth, get scanned in seconds, receive perfectly accurate measurements and size recommendations.

I’ve been watching this technology develop for the past three years. Some of it’s impressive. Some of it’s oversold. Here’s what’s actually happening.

What AI Body Scanning Actually Does

The basic technology uses cameras (sometimes 3D sensors) to capture your body shape and dimensions. AI algorithms process that data to generate measurements: bust, waist, hips, inseam, shoulder width, everything.

Advanced systems also analyze body shape beyond simple measurements. Are you pear-shaped, athletic, curvy? That affects how clothes fit beyond just the numbers.

Then the system matches your measurements and shape to brands’ actual garment specifications and recommends sizes for specific items.

The promise: no more guessing your size. No more returns. Clothes that actually fit.

Where It’s Actually Being Used

Several Australian retailers have installed body scanning technology in flagship stores. David Jones has been testing it in Sydney and Melbourne. Some boutique stores are using smaller portable systems.

Internationally, companies like Nordstrom and Uniqlo have been experimenting with this for years with mixed results.

The adoption hasn’t been as fast as tech companies predicted. There are reasons for that.

What Works Well

The measurement accuracy is genuinely impressive when the technology is properly calibrated. I’ve seen systems that capture dozens of measurements in under 30 seconds with millimeter precision.

That’s useful data. If you actually know your exact shoulder width or sleeve length, you can make better purchasing decisions, especially online.

The size recommendation algorithms are getting smarter. Early systems just matched your measurements to size charts. Newer systems account for fabric stretch, cut, and fit preference (do you like things fitted or relaxed?).

For online shopping, this is potentially transformative. Upload your scan data once, then every participating retailer can recommend sizes based on their specific garments.

What Doesn’t Work Yet

The technology struggles with different body types in ways that reflect biases in the training data. Systems trained primarily on conventional fashion model body types sometimes produce inaccurate recommendations for bodies outside that range.

Plus-size scanning has been particularly problematic. Some systems weren’t designed to accurately capture larger bodies, leading to poor fit recommendations.

Pregnancy, post-surgery, or anyone with a body in transition may find recommendations inconsistent because the algorithms assume static body shapes.

The Privacy Question

You’re creating a detailed 3D map of your body. That’s sensitive data.

Who stores it? How is it protected? Can it be sold to third parties? What happens if there’s a data breach?

Most retailers claim the data is anonymized and protected, but I’m skeptical. We’ve seen too many data breaches across retail to trust that this information is truly secure.

Some systems now offer local-only processing where your data never leaves the scanning booth. That’s better, but it limits functionality if you want to use your scan data across multiple retailers.

The Cost Barrier

Professional body scanning booths cost $15,000-50,000+ to install. That’s feasible for large retailers but prohibitive for small boutiques.

Some companies offer app-based scanning using your phone’s camera. The accuracy is significantly lower, but it’s accessible to anyone with a smartphone.

The middle ground is portable scanning systems that cost $3,000-8,000. Some fashion consultants and personal stylists are investing in these to offer scanning as a service.

How It’s Changing Model Bookings

This is where it intersects with my world. Brands increasingly use body scanning for model bookings and sample fittings.

Instead of booking a model for an in-person fitting, they request scan data to see if the model’s measurements match the sample size. It saves time and money.

For models, this means maintaining accurate, up-to-date scan data is becoming part of the job. Some agencies are offering scanning services to their roster.

The downside? It reduces opportunities for models to be seen in person, which used to be a path to getting noticed for other jobs.

The Sustainability Angle

One legitimate benefit: reducing returns.

Online fashion returns are an environmental disaster. Clothes shipped back and forth, often ending up in landfill if they’re not resold. The carbon footprint is significant.

If body scanning reduces returns by even 20-30%, that’s a meaningful environmental win.

Some business AI solutions are integrating body scanning data with inventory management to help retailers stock sizes that better match their actual customer base, reducing overproduction of sizes that don’t sell.

What About Virtual Fitting Rooms?

Related but slightly different: virtual try-on technology where you see yourself in clothes digitally using your scan data.

This is still mostly gimmicky. The rendering isn’t realistic enough to truly replace trying something on. Fabric drape, texture, how it actually feels—all missing.

It’s fun for social media engagement, but I don’t know anyone making purchase decisions based on virtual try-ons.

The In-Store Experience

Here’s an underrated aspect: when body scanning is done well in physical stores, it creates a premium experience.

You feel attended to. The technology is impressive. A staff member walks you through the process and explains your results. It’s service-oriented in a way that basic retail often isn’t.

Some luxury boutiques are using this as a differentiator. The scan isn’t just functional; it’s part of creating a high-end shopping experience.

Will This Actually Replace Fitting Rooms?

No. Not anytime soon.

Trying clothes on will always reveal things measurements can’t predict. How the fabric feels. How you feel wearing it. Whether the style actually suits you beyond fit.

Body scanning is a tool for better size recommendations. It’s not replacing the experience of physically trying something on and seeing yourself in it.

What to Expect Next

More retailers will offer scanning, especially for online customers. Expect pop-up scanning events where you can get measured for free to use on their platform.

App-based scanning will improve. Phone cameras and AI processing are getting better. Accuracy will approach professional systems eventually.

Integration across retailers. Right now, most systems are siloed. You scan at David Jones, the data only works at David Jones. That’ll change. Shared standards for body scan data will emerge.

Should You Use It?

If a retailer offers body scanning, try it. The data is useful, especially if you shop online frequently.

But read the privacy policy. Understand what’s being stored and how it’s protected. Opt out of data sharing if that option exists.

And don’t assume the size recommendations are perfect. They’re better than guessing, but they’re not infallible. Your own judgment about fit and comfort still matters.

The Bigger Picture

Body scanning is part of a broader shift toward personalization in retail. AI systems trying to understand individual preferences, bodies, and needs rather than mass-market sizing.

That’s potentially good if it means clothes that fit better and less waste.

It’s potentially concerning if it means even more personal data being collected and monetized.

Like most technology, it’s not inherently good or bad. It depends on how it’s implemented and who controls the data.

For now, it’s a useful tool with real limitations. Worth using, worth being cautious about.

And worth watching to see where it goes next.