Team 8 – Reimagining Second-Hand Fashion with GenAI: A Virtual Fitting Room for Vinted

17

October

2025

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In our project, we explored how generative AI can address a persistent friction in online fashion marketplaces: sizing uncertainty. We chose Vinted, a leading C2C platform for second-hand clothing, and proposed a GenAI-powered Virtual Fitting Room (VFR) to enhance buyer confidence, reduce returns, and strengthen Vinted’s sustainability mission.

Vinted’s current business model is asset-light and community-driven (Li, 2025). It creates value by connecting individual sellers and buyers through a low-cost, sustainable platform. Sellers list items for free and pay no commission, while buyers pay a small protection fee per transaction (Vinted, n.d.-a). This setup fuels cross-sided network effects: more sellers attract more buyers, and vice versa. However, the model also creates an imbalance. Sellers benefit from low friction and minimal obligations, while buyers face information asymmetry, especially around sizing, and limited return options. Vinted’s strict return policy only covers items “significantly not as described,” leaving buyers to absorb the risk of poor fit (Vinted, n.d.-b).

Our solution tackles this asymmetry. The proposed VFR integrates GenAI into Vinted’s platform through two key features: 3D Avatar Generation, which allows buyers to simulate a fit by using personalized avatars, and AR-Powered Try-On, which overlays garments onto the buyer’s live camera feed by using seller-provided data and generative modeling.

To visualize our concept, we developed a prototype by using V0.app, introduced during our prototyping guest lecture. The prototype, which can be found here, illustrates how the concept would look like in practice, mainly for the avatar generation part.

Overall, the impact of this integration is visible across several elements of Vinted’s business model. Firstly, it strengthens the value proposition by adding personalization and fit improvements to the second-hand shopping experience, while having a direct impact on the company’s sustainability goals. Secondly, it deepens customer relationships by reducing uncertainty and enabling more confident purchases. Thirdly, it introduces new key activities, such as GenAI model development, AR interface design, and user testing. It also enhances key partnerships, especially if Vinted chooses to acquire or collaborate with a 3D modeling company. Finally, it supports the cost structure indirectly by reducing the volume of returns and relistings, which affect buyer satisfaction and platform efficiency.

We also evaluated several challenges. One is the accuracy of GenAI-generated avatars and AR overlays. If the virtual try-on experience fails to reflect real-world fit, it could erode trust rather than build it. Another one is privacy: the system requires sensitive biometric and image data from users, which must be handled transparently and in compliance with GDPR. A third challenge is seller resistance. Since sellers currently bear little responsibility for sizing accuracy, they may be reluctant to invest extra time in uploading measurements or 3D scans. To address this, we propose optional participation and platform incentives, such as visibility boosts for AR-enabled listings, to encourage gradual adoption without disrupting the seller base.

In short, our GenAI-powered VFR helps Vinted evolve its platform while staying true to its core: enabling sustainable, peer-to-peer fashion exchange, but now with more confident choices for buyers.


References
Li, T. (2025). Session 5 – Theory [Powerpoint Slides]. Rotterdam School of Management, Erasmus University. https://canvas.eur.nl/courses/53279/files/101089459?module_item_id=1427554

Vinted. (n.d.-a). How it works. Vinted.nl. Retrieved October 5, 2025, from https://www.vinted.nl/how_it_works

Vinted. (n.d.-b). “Significantly not as described” items at Vinted | Vinted. Vinted.ie. Retrieved October 15, 2025, from https://www.vinted.ie/help/1090

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The Creative Cost of Convenience

9

October

2025

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While it’s now part of an exercise to write blog posts in which we reflect on our experience with AI tools, this topic has been on my mind for quite some time. I often find myself wondering: who am I without the assistance of these AI things? What is my added value?

Most interesting is that it hasn’t been long since the first consumer-facing AI tools entered our lives, and yet I increasingly hear from people, both within and beyond the university environment, that they can hardly remember what life was like before these tools existed. That’s wild, especially considering how quickly we’ve become reliant on them.

And I’m no exception. Although I was a late adopter of the technology, I now use AI regularly, across a wide range of tasks. In academic settings, I mostly use Copilot and ChatGPT for refining my ideas, generating feedback on my work, and correcting my writing, especially since English isn’t my first language. Outside of the university environment, I recently started to experiment with image and video generation tools, as they allow me to express my creativity in a completely new and faster way. In those moments, AI feels like a complementary creative partner, and using it that way is genuinely fun and empowering.

However, I also notice a growing trend: more and more people are outsourcing entire workflows to AI, from brainstorming all the way to final drafts. And honestly, I can’t blame them. The efficiency gains from automating repetitive tasks are undeniable. But as others have pointed out in their blogs as well, this shift comes at a cost. I really feel like we’re gradually offloading our human capabilities, our creativity, our critical thinking, to machines. If we continue down this path, those skills may slowly fade away.

And I feel like it’s already affecting most of us, at least I know it has affected me. It changes how we think. A part of our problem-solving ability simply gets outsourced, and we don’t always notice it happening. That’s why I’ve started to pull back a bit in how I use generative AI tools. I’m worried that if I rely too much on these tools for my day-to-day tasks, my own creative and critical thinking skills might fade. And if that happens, what do I really bring to the table in future workplaces? If I depend on machines for everything, how can others depend on me?

That’s why, currently, I am working to restore my balance between thinking on my own and seeking ‘advice’ from these tools. And I believe we all should. AI can really be a great support, but it shouldn’t take over the parts that make us human. It should solely complement us, for instance to actually BE creative. The real challenge is to keep thinking for ourselves, stay curious and critical, and make sure we’re still using our own minds, even if it is so tempting to outsource our whole existence to these machines.

What do you think, is AI a step toward empowerment in the human environment, or could it become our downfall?

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Philips and the Rise of Digital Twins: From Smart Systems to Smarter Lives

18

September

2025

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You probably think of cars, airplanes, jet engines, or heavy machinery when you hear the term ‘digital twin.’ Conversely, Philips likely evokes images of hospital monitoring, TVs, or shavers. Nonetheless, Philips, a world leader in healthcare technology, is changing the story of the digital twin by taking it from the factory floor to the hospital setting and, eventually, to the human body.

From Buildings to Bodies
Digital twins, virtual models of physical systems, have long been used to optimize industrial operations (Emmert-Streib, 2023). Now, Philips is applying these principles to healthcare, starting with infrastructure.

In a recent hospital demonstration (Philips Healthcare, 2023), a care unit was digitally replicated and simulated to track patient flow, staff shifts, and room capacity. By adjusting parameters like staff availability and care demand, the model revealed impacts on key performance indicators such as discharge times. As such, data derived from these models provides administrators with powerful insights to optimize hospital operations.

Predictive Machines and Personalized Organs
Philips isn’t stopping at buildings. Their MRI systems now use digital twin models to track performance, forecast failures, and guide maintenance. Combining live sensor data with historical information, these simulations predict machine states, moving healthcare from reactive to predictive servicing (Philips, 2018a). In clinical settings where downtime delays diagnoses, foresight like this can be lifesaving.

The company has also ventured into modeling the human heart. In 2015, it introduced HeartModel, which generates personalized 3D heart simulations using ultrasound data (Philips, 2018b). By tailoring these anatomical models to individual physiology, clinicians can better evaluate cardiac function and plan treatments. Yet challenges remain. No two hearts are identical, and building universally accurate models is complex (Philips Nederland, 2022). Therefore, instead of replicating the entire human body, Philips now focuses on modular ‘building blocks’ that already add clinical value, such as single-organ models in cardiovascular care (Philips Nederland, 2022).

Beyond Twins
Digital twins are just one part of Philips’ broader vision. The company is also exploring technologies like virtual reality (VR) and augmented reality (AR). VR, for instance, would enable simulations of lifelike medical scenarios, allowing clinicians and students to practice complex procedures in safe, controlled environments. AR holds promise in surgery: imagine overlaying patient-specific 3D models onto the body, enabling surgeons to ‘see through’ the skin and anticipate anatomy before operating (Philips, 2018b).

Why this matters now
These innovations arrive at a critical moment, as healthcare systems are under immense pressure. According to the Future Health Index 2025, over 30% of patients experience worsening conditions due to delays, and 1 in 4 are hospitalized before seeing a specialist (Philips, 2025b). AI-powered digital twins could help ease these burdens by streamlining diagnoses, predicting complications, and personalizing care.

However, adoption isn’t straightforward. While 82% of healthcare professionals believe AI tools can save lives, only 59% of patients share that trust (Philips, 2025a). Concerns over accuracy, ethics, and data security remain barriers, highlighting that building public confidence is as important as advancing the technology itself.

A New Kind of Value
Philips’ transformation is not just technological, it’s strategic. Mapped onto the Business Model Canvas, Philips’ trajectory is clear. Key resources now extend beyond hardware to include AI, cloud platforms, and patient data. Customers increasingly consist of hospitals, clinicians, and health systems, and revenue streams increasingly revolve around ‘insight-as-a-service’ (McKinsey & Company, 2023), marking a shift from product-driven to data-driven ecosystems (Weill & Woerner, 2015).

The Future
So, digital twins are more than a breakthrough, they represent a shift towards predictive, personalized care that could redefine the future of healthcare. Ultimately, their impact depends not just on innovation, but on society’s willingness to embrace it.

As long as these tools remain complements to existing workflows, they have my trust. What about you, do you trust these developments?

References
Emmert-Streib, F. (2023). What is the role of AI for digital twins? AI, 4(3), 721–728. https://doi.org/10.3390/ai4030038

McKinsey & Company. (2023). How healthcare systems can become digital-health leaders. McKinsey & Company. https://www.mckinsey.com/industries/healthcare/our-insights/how-healthcare-systems-can-become-digital-health-leaders

Philips. (2018a, August 30). The rise of the digital twin: How healthcare can benefit. Philips Global. https://www.philips.com/a-w/about/news/archive/blogs/innovation-matters/20180830-the-rise-of-the-digital-twin-how-healthcare-can-benefit.html

Philips. (2018b, November 12). How a virtual heart could save your real one. Philips Global. https://www.philips.com/a-w/about/news/archive/blogs/innovation-matters/20181112-how-a-virtual-heart-could-save-your-real-one.html

Philips Nederland. (2022, May 19). Met een digitale tweeling kunnen we voorspellen hoe een patiënt reageert. Philips Nederland. https://www.philips.nl/a-w/about/news/archive/standard/about/news/articles/2022/20220519-met-een-digitale-tweeling-kunnen-we-voorspellen-hoe-een-patient-reageert.html

Philips. (2025a). Future Health Index 2025: Building trust in healthcare AI. Philips Global. https://www.philips.com/a-w/about/news/future-health-index/reports/2025/building-trust-in-healthcare-ai

Philips. (2025b, May 14). Philips Future Health Index 2025: AI poised to transform global healthcare, urging leaders to act now. Philips Global. https://www.philips.com/a-w/about/news/archive/standard/news/press/2025/philips-future-health-index-2025-ai-poised-to-transform-global-healthcare-urging-leaders-to-act-now.html

Philips Healthcare. (2023, February 16). Optimal care system design using Digital twin [Video]. YouTube. https://www.youtube.com/watch?v=2Bf6VfDVtmU

Weill, P., & Woerner, S. L. (2015). Thriving in an increasingly digital ecosystem. MIT Sloan Management Review, 56(4), 27–34. https://sloanreview.mit.edu/article/thriving-in-an-increasingly-digital-ecosystem/

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