How To Use AI To Reduce Returns In Ecommerce

AI Chatbots, Enhanced Imagery & Augmented Reality can all help ensure that customers know what they are buying before they make purchases. The result: reduced returns.

By Oli Kashti

Published February 3, 2026

a woman sitting in front of a laptop computer

AI Summary

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Reducing returns is one of the key aims of any eCommerce business. Once the sales have been made, you want to ensure that they remain that way. This is good for business profitability, customer satisfaction and environmental impact. Now that AI plays a bigger role in the eCommerce world, a logical question to examine is: how can AI help reduce returns? Let’s take a look.

AI Size & Fitting

One of the main reasons for returns is that sizes are wrong. It can be hard to tell what the size for something will be when ordering it online. Even with the most detailed descriptions and details, often the particular size and fit can make a big difference. This is where AI comes in.

AI tools such as Bold Metrics analyze customer data, body measurements and past purchases to recommend the perfect fits. It can take into account previous purchases that have and have not been returned, as well as any personal body measurement data the customer chooses to provide.

With this level of personalized calculation by the AI machine, you can see significant reduction in returns within fashion and footwear eCommerce brands.

AR & Virtual Try On

Augmented Reality is another way that shoppers can virtually try before they buy. This AI technology allows customers to ‘try on’ products, for example clothing or makeup. Through uploading a picture of themselves, they can then visualise what the clothes would look like on them.

This is also something used for buying furniture, and visualising what the furniture would look like in the intended space. This returns lower rates for home decor, accessories, makeup, clothes and eyewear.

AI Enhanced Imagery

Generative AI is now adept in creating detailed, high-level imagery. This includes high-resolution images that show products from multiple angles and with great detail as to individual fabrics and textures.

This means that when shoppers are making purchases they are not guessing; they are aware exactly how they will arrive. This reduces returns for the reason that they are ‘not as described’; shoppers know how they are described.

AI Chatbots

The advancements in chat AI technology mean that customers can now access 24/7 support regarding questions they may have about their purchases. Simple queries can be immediately answered regarding:

Product specifications
Product fit
General usage
Delivery queries
Return queries

Chabots mean that customers will be fully informed when making their purchases, reducing the likelihood of returns.

Conclusion

Reducing returns tends to go hand in hand with customers having a positive eCommerce experience with your brand. The more well informed your customers are, the less likely they are to want to make returns. This in turn means that sales are better for brands, and everyone wins.