It pinches here; drags there; the draping is wrong. These are some of the examples of the feedback a new crop of artificial intelligence apps might give a prospective customer trying on clothing ahead of a purchase, and in the process reduce the chances of a product being returned to a store.

Fashion retailers are increasingly turning to AI to solve the issue of rising product returns, a persistent drag on profitability and something many in the industry refer to as the industry’s “silent killer”.

A growing number of AI start-ups have emerged to provide virtual try-on technology, allowing potential customers to visualize fit and style before they buy.

While tech companies have attempted to solve online fit issues since the 2010’s, the rapid development of generative AI has finally made these applications good enough to meaningfully impact retailers’ bottom lines. 

The U.S. National Retail Federation late last year estimated that 15.8% of annual retail sales were returned in 2025, totaling $849.9 billion. For online sales, that number jumped to 19.3%. Gen Z is driving this trend, with shoppers aged 18 to 30 averaging nearly eight online returns per person last year, the NRF found.

Most returned items never make it back to the shelves and often cost the retailer more to process than the value of the refund itself. It’s a multibillion-dollar problem for the industry that’s eating directly into companies’ margins.

“Figuring out how to proactively use returns and then how to minimize them can be a meaningful driver of business and profitability,” Guggenheim Senior Managing Director Simeon Siegel told CNBC.

While fit technology will never be as good as trying something on in person, it’s a great way to bridge the gap, Siegel said. “It’s going to continue to get better, I think that’s going to continue to reduce returns.”

The primary reason for returns and abandoned shopping carts is uncertainty over fit, Ed Voyce, founder and CEO of AI startup Catches, told CNBC in an interview.

Catches has developed a platform that allows users to create a “digital twin” to try on clothes virtually with what it calls “mirror-like realism.” The application went live last month on luxury brand Amiri’s website for a select range of clothes.

Unlike other models that Voyce says “just look pretty,” the Catches platform incorporates the physics of fabric texture and how material interacts with a moving body.

“The reason we built Catches was to take advantage of a kind of confluence of technologies that is taking place right now to solve this issue effectively,” says Voyce, who founded the startup backed by LVMH’s Antoine Arnault and built on Nvidia’s CUDA platform.

While e-commerce has grown rapidly in recent years, with online shopping driving retail sales growth, the current U.S. trade policy under President Donald Trump has put a dampener on the sector which relies heavily on manufacturing in Southeast Asia. Across the price spectrum, retailers are struggling to maintain margins as costs rise and consumers become increasingly price sensitive amid inflationary pressures.

The online fast fashion player has been experimenting with virtual try-ons in partnership with deep-tech startup AIUTA, allowing prospective customers to see a piece of clothing on a range of body types, heights, and skin tones. ASOS, however, cautions that the tool is designed to give general guidance and that customers must still check size guides before purchasing. 

Shopify, meanwhile, has integrated startup Genlook’s AI virtual try-on app into its commerce platform, which it says “removes sizing doubts, boosts buyer confidence and drives higher conversion rates while reducing costly returns.” 

Tech giants like Amazon, Adobe, and Google have also created virtual try-ons in various shapes and forms, partnering with major brands to roll out the technology. 

From April 30, Google’s virtual try-on tech can be accessed directly within product search results across Google platforms, according to Google Labs’ website. 

As for Catches, it projects that its app can drive a 10% increase in conversions and a 20- to 30-times return on investment for brand partners. It focuses on luxury brands because of their higher price point. The startup hasn’t yet put a number on how much returns might decline with the use of its platform, but targets “massive reductions.”

“There are certainly companies that have absolutely seen benefits – figuring out how to quantify them is more difficult,” said Siegel. 

While the benefits are clear, the analyst cautions that AI is not a magic wand. Beyond fit, retailers are looking at AI for inventory management, customer targeting, and fraud prevention.

“All of those are really interesting use cases, as long as companies don’t abandon who they are,” Siegel says.

“What you sell is always going to be more important than how you sell, and so I just think remembering that will help dictate who wins and benefits and amplifies from AI versus who gets consumed by it.”

Microsoft just closed out its worst quarter on Wall Street since the 2008 financial crisis, as investors soured on the software giant’s prospects in artificial intelligence.

The company’s stock plunged 23% in the first quarter, a steeper drop than any of its tech peers or the Nasdaq, which fell 7% in the period. Microsoft bounced back a bit on Tuesday, alongside a broader market rally, with shares of the company gaining 3.3%, the biggest jump since July.

While Microsoft remains dominant in workplace productivity software and through its Windows operating system, the company is facing twin pressures to grow efficiently in AI while also building out its cloud AI infrastructure to support soaring demand.

Oil prices are surging because of the Iran war, potentially driving up costs for building and running data centers. And on the product side, Copilot, Microsoft’s AI assistant, has yet to show a lot of traction as users flock to competitive services from Google, OpenAI and Anthropic.

“Redmond is in a pickle,” wrote Ben Reitzes, an analyst at Melius Research, in a note on March 23, referring to Microsoft’s headquarters in Washington state. Reitzes, who has a hold rating on the stock, said the company has to use valuable capacity from its Azure cloud to fix Copilot, but has no choice “since Copilot is needed to maintain momentum in its most profitable and largest segment.”

Microsoft declined to comment.

Meanwhile, software stocks are getting pummeled as part of an AI-inspired “SaaSpocalypse” that has pushed names like Adobe, Atlassian and ServiceNow down more than 30% this year.

“Much of traditional SaaS is dying/in likely terminal decay,” Jason Lemkin, founder of SaaStr, wrote this week in a post on X, using the acronym for software as a service. In a blog post, he noted that earnings multiples for software trail the S&P 500.

Microsoft’s multiple hasn’t been this low since the fourth quarter of 2022, when OpenAI introduced ChatGPT, according to Capital IQ data.

Gil Luria, an analyst at DA Davidson, told CNBC that the sell-off isn’t justified, and he recommends buying shares. In the latest quarter, Microsoft reported revenue growth of almost 17%, accelerating from a year earlier.

“The dislocation in the fundamental performance of Microsoft and the stock performance of Microsoft, and the valuation of Microsoft, is the biggest it’s been in decades,” Luria said. He said he expects the company’s earnings growth to outpace the broader market this year.

“There is no stickier product in all of enterprise software than Microsoft Windows and Office,” he said.

Microsoft has been trying to build a larger revenue base from productivity software with the Microsoft 365 Copilot AI add-on, but so far, just 3% of commercial Office customers have licenses for it. Luria said he has access to 365 Copilot, but that he’s not a fan. More importantly, he said, Microsoft has pricing power with Office subscriptions. The company announced plans to raise prices in December.

With Copilot struggling to win over users, Microsoft said two weeks ago that Mustafa Suleyman, the former co-founder of AI lab DeepMind who had been running Copilot development for consumers, will focus on building AI models. Microsoft has tasked former Snap executive Jacob Andreou with leading the Copilot experience for consumers and commercial clients.

“Sure sounds like a demotion at best,” former Jane Street trader Agustin Lebron wrote on X. The change followed departures of prominent executives, including gaming chief Phil Spencer and Rajesh Jha, Microsoft’s highest-ranking productivity leader, who’s retiring.

Microsoft is still getting healthy growth out of Azure, which is second to Amazon Web Services in cloud infrastructure. Revenue in the division jumped 39% in the December quarter. Finance chief Amy Hood said in January that growth could have been in the 40s if the company had allocated all of its AI chips to Azure, rather than giving some to teams operating services such as Microsoft 365 Copilot.

Azure is benefiting from a massive backlog of business from OpenAI and Anthropic. Microsoft’s commercial remaining performance obligations at Azure more than doubled in the December quarter from a year earlier to $625 billion.

It’s a reminder that, among tech’s hyperscalers, Microsoft was viewed as an early mover in generative AI due to its 2019 investment in OpenAI and strategic partnership with the startup. But the companies no longer have an exclusive arrangement when it comes to cloud infrastructure and are now competing in a number of areas.

In February, OpenAI announced a service called Frontier that the company said “helps enterprises build, deploy, and manage AI agents that can do real work.”

Microsoft CEO Satya Nadella has been wearing a brave face, promoting the company’s AI enhancements on social media.

“It’s a lot of intense competition, but it’s not so zero-sum, as some people make it out to be,” he said in January.

Aaron Foresman, managing director of equity research at Crawford Investment Counsel, a Microsoft investor, said Nadella’s continuing presence is crucial for the company that he’s been leading since replacing Steve Ballmer in 2014.

“We’ve got a lot of trust and confidence in Satya,” Foresman said.

WATCH: Bank of America’s Tal Liani talks reinstating Microsoft as a ‘buy’

Software stocks made a comeback on Tuesday after Anthropic hosted its enterprise agents event, where it revealed new partnerships, quelling some investor fears that the sector could be displaced by artificial intelligence.

The AI startup launched new updates to Claude Cowork that allow companies to integrate the productivity tool into a host of enterprise apps, such as Salesforce-owned Slack, Intuit, Docusign, LegalZoom, FactSet and Google‘s Gmail.

Organizations can also deploy customizable plugins across sectors like financial analysis, engineering and human resources, Anthropic said.

Salesforce shares jumped 4% following the Anthropic announcement while Docusign and LegalZoom each gained more than 2%. Thomson Reuters‘ stock surged more than 11% and FactSet shares rose nearly 6%.

Analysts at Wedbush Securities said in a Tuesday research note that Anthropic’s event showed the competition risk to software from AI is “overblown.”

They argued that models aren’t capable of replacing entire workflows that remain “deeply embedded” in software infrastructure.

“The reality is that these new AI tools will not rip and replace existing software ecosystems and data environments with these AI tools only as useful as the data it can reach,” the analysts wrote.

Anthropic’s recent product rollouts have sent software and cybersecurity stocks tumbling in recent weeks as investors digested the looming threat of AI tools to those business models.

CrowdStrike closed largely flat Tuesday, but many of those stocks climbed higher. Okta and Cloudflare rose about 2%. Zscaler and Tenable each gained about 4% and SentinelOne climbed 3%.

IBM shares sold off heavily on Monday after Anthropic touted a tool that could automate aspects of a programming language run on IBM’s computers. IBM’s stock rebounded Tuesday, climbing more than 2%.

— CNBC’s Ashley Capoot and Kate Rooney contributed reporting to this story.

Software stocks have been hammered in recent weeks as investors worry about threats from artificial intelligence. In the startup world, Canva has been among the highest fliers due to its popularity with designers, but that market is showing vulnerability, with larger rival Adobe down 30% so far this year.

As Canva reckons with dramatic changes in the market, the design software vendor is getting acquisitive. The company said Monday that it’s purchased two startups — Cavalry and MangoAI — that stand to help it challenge Adobe.

Cavalry, a four-person startup, sells subscriptions to software for creating two-dimensional animations. MangoAI is a stealth-mode company, whose technology can be used for creating short videos for advertising. Terms of the deals weren’t disclosed.

Cameron Adams, Canva’s co-founder and product chief, told CNBC that customers have been asking what the company can offer in motion graphics. Cavalry, which Canva has used for its own projects, has gained attention among designers on social media as an alternative to Adobe’s After Effects for some work.

Canva will continue to operate Cavalry for people to use and buy independently, while also incorporating the animation technology into the core Canva product and the Affinity application for professional designers. Canva bought Affinity in 2024 and made it free in October.

Amazon, ByteDance, Google, and OpenAI all have employees that are paying customers, according to Cavalry’s website.

Canva plans to incorporate MangoAI into the Canva Grow advertisement generator, which is available through its business tier at $250 per person per year. The MangoAI technology is able to track video performance and make recommendations.

“There’s a whole bunch that goes into creating the right video,” Adams said. That includes “being able to cut stuff down, being able to repurpose content from other campaigns and put it together, being able to take a great call to action that happens at the end of one video and then append it to the hook that happens in another video,” he said.

“Analyzing all of that across your campaigns is the full vision of Canva Grow, and Mango will help enable that,” Adams added.

Canva said it ended 2025 with over $4 billion in annualized revenue, up 36% from a year prior. Adobe reported $6.2 billion in revenue for the November quarter, up 10%. Adobe’s market capitalization stood at $101 billion on Monday, while Canva said in August that it had been valued at $42 billion in a secondary share sale, before the recent plunge in software stocks.

Adams said Canva has seen instances of people directing generative AI models to create content such as slide presentations and social media posts. But AI can’t do everything, he said.

“AI is great at getting you to 80%,” Adams said. “That last 20% where you’re confident that you can push this piece of content out and truly represent your brand and speak to your audience and achieve the goals that you want to achieve is vital to have, and that last 20% is really tricky to do.”

Canva, which now has over 5,000 employees, is not currently raising a new funding round, Adams said.

“Our revenue growth has not stopped, our user growth has not stopped, and the quality of our product is getting better and better with the inclusion of AI,” he said.

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