What: 3DLook uses AI to scan users' bodies and create personalised digital avatars to try-on clothes, and they are launching "YourFit 2.0," a Shopify and Shopify Plus plug-in that automates the process of creating virtual fitting rooms.

Why is it important: With the new tool, brands will be able to choose the products they want to feature, input fit data, and can launch a fitting room in under a week. It used to take up to six months. It will also introduce a product recommendation feature that picks items for shoppers based on body shape, fit preference, and inventory levels, along with an app for store associates later this year.

Virtual fitting rooms have long been advertised as a solution for e-commerce's low conversion rates and high returns but have largely failed to gain meaningful traction. 3DLook's new product is designed to reduce the amount of time it takes for a brand to get a virtual fitting room up and running, making it easier for a wider range of brands to implement the technology.

3DLook sees opportunities to make the consumer experience better ahead. Brands will know what their consumers look like and be able to create products targeted to them more precisely. Down the line size won't just be about fitting into a number or letter but be personalised to each person.

3DLook launches new tool