Shoe giant Nike is using its new augmented reality app, called Nike Fit, to take accurate foot measurements.
Nike Fit uses a combination of computer vision, data science, machine learning, artificial intelligence and recommendation algorithms to measure the full shape of a customer's foot and then to recommend the right Nike shoe.
The app works with a smartphone camera scanning feet and collecting 13 data points, mapping the morphology of both feet in a few seconds. The scan can be stored in the Nike cloud, called NikePlus, for future shopping.
Nike Fit can also be used at Nike retail stores and in guest mode so parents can find the right size for a child's cleat, basketball shoe or running shoe.
Augmented reality has exploded on the electronics market since the debut of Pokémon Go, bleeding into other areas where the technology can be used in a more practical way including the healthcare, criminal justice, consumer, construction and industrial markets.