Company: AIUTA
CEO: Maísa Benatti
Website: www.aiuta.com
About AIUTA
Maísa Benatti, CEO at AIUTA, did not enter fashion as a designer but as an entrepreneur. Originally from Brazil, she studied International Relations and Economics before deliberately pivoting into fashion after recognising the industry’s global scale and commercial potential.
While many around her approached fashion through creativity and inspiration, Maísa became interested in the operational side of the business, mainly how products could become scalable, efficient and commercially viable. That perspective led her to specialise in fashion technology and eventually she built her career at Farfetch and Amazon, where she worked across personalisation, size and fit technologies, returns reduction and generative AI systems.
A growing gap between what AI tools promised and what fashion companies could actually operationalise at scale became evident to Maísa. In 2024, Maisa became CEO of AIUTA and led the company to become a fully enterprise-focused B2B platform. Today, AIUTA develops AI infrastructure for virtual try on, studio-quality fashion imagery, video generation and personalized visual content used by retailers looking to modernise e-commerce and production workflows.
Rather than treating visuals as a marketing asset, AIUTA approaches them as infrastructure, allowing brands to create and deploy fashion imagery through scalable API-driven systems. Its virtual try-on technology currently loads in approximately 4 to 7 seconds in production environments, helping address some of the biggest barriers to enterprise AI adoption, namely speed and scalability within real e-commerce experiences. Helping retailers transition from AI experimentation to actual operational adoption while preserving quality, speed and brand consistency has been one of the company’s main priorities.
The expansion of AIUTA is indicative of a broader trend in fashion and retail. The demand for enterprise AI infrastructure continues to rise quickly as brands are under increasing pressure to scale content production, personalise shopping experiences and incorporate AI into current workflows. Under Maísa’s leadership, AIUTA has helped brands including ASOS, Hemco, About Your, Alice + Olivia and Namshi. The company is positioning itself within a broader industry movement away from experimental AI tools and toward production-grade systems designed for real operational use.
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