Customer Service
Friar Tux has embraced the digital transformation of retail with its innovative AI try-on tool. This feature permits customers to visualize personalized versions of selected suits and tuxedos, empowering them to explore various styles and color options without stepping foot in a showroom.
Photo: Friar Tuck
March 24, 2026 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
The tuxedo has evolved significantly since it first became popular as an elegant suit in 1865. Despite the changing styles, one fundamental aspect remains unchanged — the importance of a well-fitting tuxedo.
Friar Tux, a retailer with over 50 years of experience, is embracing modern technology in its quest for the perfect fit. Their AI-powered virtual try-on tool allows customers to upload a photo and receive a tailored tuxedo rendering in just 30 seconds.
With more than 24 showrooms located in California and Nevada, along with a robust e-commerce platform, Friar Tux is also the exclusive retailer for the Michael Kors Performance Collection.
How AI Came into Play
This AI try-on tool offers customers a unique, personalized visualization of various suits and tuxedos, allowing them to compare different styles and colors from the comfort of their homes. Users can upload a photo to receive a bespoke tuxedo design in mere moments.
The feature is especially beneficial for weddings and group events, as it enables customers to review and finalize formal wear selections collectively and remotely.
Scott Norris, president of Friar Tux, shared in an email interview, “We are continuously examining how customers shop for suited attire. Many begin their search online before arranging virtual or in-store appointments. We recognized an opportunity to enhance the visualization of styles at an earlier stage in their journey.”
“This AI technology allows customers to envisage how a suit or tuxedo looks on them before making a final choice, facilitating a smoother decision-making process and boosting their confidence. Additionally, it diminishes the reliance on proximity to our showrooms, enabling a wider audience to connect with our brand as we expand nationally.”
Crafting the AI Try-On Experience
The development of the AI try-on tool involved collaboration with a specialist technology partner focused on AI-driven virtual fittings. Norris explained, “Our team worked closely with them to customize the experience specifically for formal wear. We focused on tuxedo silhouettes, lapel designs, and color options, ensuring the technology accurately mimics a person’s body shape, features, and skin tone in a natural manner. While the AI technology stemmed from that partnership, our internal team, who truly understand our customer experience, designed its integration into the Friar Tux website.”
From conception to launch, the entire process spanned just over a year, with a major emphasis on making the visualization realistic and useful instead of just gimmicky.
“Suits and tuxedos are defined by precise details — lapels, fabrics, proportions, and fit — so ensuring these elements render accurately in an AI environment demanded extensive testing and refinement,” Norris added. “Our team invested significant time fine-tuning the output so that the results customers receive in about 30 seconds genuinely assist them in comparing styles and feeling confident in their selections.”
AI Try-On Features Join a Robust Customer Toolkit
This AI try-on tool is just one of the customer-focused resources that the family-owned retailer has implemented. Other resources include virtual styling sessions with professional stylists, swatch programs, an online fit calculator, in-store appointments for personalized service, and complimentary at-home rental try-ons.
Norris remarked that the AI tool reflects the retailer’s dedication to enhancing digital solutions that complement their customer service strategy. “The AI try-on feature is part of a larger ecosystem we’ve built to support customers as they prepare for their most memorable moments. Our goal is to offer customers various ways to explore options and feel assured in their selections — whether they are planning a wedding in the future or gearing up for a single event.”
Best Practices in Building AI Tools
The AI try-on technology was designed to assist customers in visualizing formal wear early and conveniently. Norris articulated that the development of such technology should commence with the customer journey.
“Technology ought to resolve a real issue or alleviate obstacles in the purchasing process. For us, the main challenge was providing customers with a better visualization of formal wear,” he stated.
Norris advises retailers to test and iterate their offerings before any full-scale launch. “AI tools are powerful; however, the experience should feel intuitive and precise for customers. Finally, ensure that the technology augments your brand experience rather than substitutes it. For us, digital tools bolster the expertise and service that our customers expect from Friar Tux.”
Customer Feedback and Response
Friar Tux is promoting the AI tool through various channels, including its website, email campaigns, advertising, and social media. Customers are discovering the feature organically as it seamlessly integrates into their shopping experience, as noted by Norris.
“We are closely monitoring engagement and feedback, even though it’s still in its early stages. The initial reactions have been very positive. Customers value the quick visualization of styles and the ability to share options with their partners, wedding party members, and friends before finalizing their choices. When users save or share images with others or post them on social media, it helps introduce the Friar Tux brand to new markets in a very organic way.”
About Judy Mottl
Judy Mottl serves as the editor of Retail Customer Experience and Digital Signage Today. With decades of experience as a journalist, writer, and editor, she has covered technology and business for top publications, including AOL, InformationWeek, InternetNews, and Food Truck Operator.
