A Quantum Physicist Just Declared War on AI Influencer Marketing — and Her AI Fashion Platform Already Has 20,000 Content Creators

SAN FRANCISCO, CA - Aug 25, 2025

As the fashion world grapples with backlash over the AI-generated GUESS commercial on VOGUE, one startup is taking a radically different approach—empowering real people instead of replacing them.

Meet Wear It AI, the fashion commerce platform that’s turning everyday users into trendsetters. With 20,000+ content creators, 50+ partnering brands and a combined 80 million in social reach, the platform lets anyone generate photorealistic styling images of themselves, remix brand and celebrity looks, and earn affiliate commissions when others shop or remix their posts. All without the need to ship any physical products.

And the most surprising part? It’s founded by a quantum physicist.

From Quantum Physics to Fashion Commerce

Dr. Kitty Yeung, who holds a PhD in Applied Physics from Harvard, previously worked as a quantum architect while building an internal startup at Microsoft, says she’s done waiting for the fashion industry, or big tech, to catch up.

Two years ago, she created a fashion-tech venture inside Microsoft to bring shoppable outfits into live video using Teams. Backed by Microsoft’s CTO and M&A office, the initiative projected a $2.1B opportunity. But without realistic AI imagery or a consumer channel that could process payments, Microsoft couldn’t go all-in on retail.

“They missed the shift to social commerce,” Yeung says. “So I left and built it myself.”

She went on to recruit engineers, AI specialists, and fashion technologists to found Wear It AI, a platform that activates the remix economy through everyday users. Her team includes former leaders from Microsoft, Intel, Adobe, and Browzwear, with patents in fashion technologies.

The Influencer Economy Is Cracking

Influencer marketing has dominated fashion for over a decade. But brands are burning millions on content production and struggling to turn likes into purchases. Despite spending 50%+ of their revenue on production and marketing, they ignore the billions of fashion-relevant posts created daily by real people.

Meanwhile, consumers are growing tired of algorithm-fed ads and artificial perfection. The VOGUE x GUESS campaign that used fully AI-generated models to sell fashion sparked widespread backlash, raising ethical concerns and cries of erasure across creator and model communities.

“Most AI startups are trying to replace people,” says Yeung. “We’re here to empower them instead.”

Wear It’s model is simple:

• Upload an outfit inspiration image (from a brand, celebrity, or another user)
• Upload your own photo
• Get styled and AI-generate your new look
• Publish it to the Trendsetter feed
• Earn when others remix, shop, or engage with your content

Not More Content but More Participation

“There are two types of fashion consumers,” says Yeung. “Those who need clothes, and those who love fashion. Neither wants to be constantly sold to. One wants convenience. The other wants to participate in the economy.”

Most AI startups push more tools to create content but ignore the real problem: monetization.

Wear It AI closes the loop. By combining affiliate links, creator-owned publishing, and UGC remixability, it creates a bottom-up marketplace where every user becomes a node in the commerce engine.

Unlike traditional influencer models, there’s no need for followers. Wear It AI is building an Uber-style economy for fashion, where content is the vehicle and the crowd is the driver.

While there is an emerging wave of AI-generated try-on apps, stylist apps, photography apps, they require users to upload multiple selfies, train custom avatars, or use pre-selected body types that rarely resemble the person, they all fail the most important test: naturalism and authenticity. Wear It AI’s patent-pending technology generates photorealistic, true-to-you styling with just one photo.

Social Media Fatigue Is Widespread and Creators Are Burning Out

90% of creators report burnout, with over 70% citing algorithm pressure and constant content demands as major contributors. (Source: The Tilt, 2024 Creator Economy Report). The average creator now spends 6+ hours per day creating and promoting content. Yet only 12% earn a sustainable income from it. (Source: Linktree Creator Report, 2023). Over 1 in 3 Gen Z users have taken a social media detox due to exhaustion, comparison anxiety, or feeling “forced to perform.” (Source: Morning Consult, 2023). Instagram engagement has dropped by 44% over the past 2 years as users struggle to break through algorithms without paid boosts. (Source: HypeAuditor, 2024). Consumers, creators and brands alike are exhausted. Social platforms reward quantity over quality, visibility is throttled by opaque algorithms, and burnout is the norm. Wear It isn’t here to replace influencers. It’s here to remove the pressure. Instead of forcing users into constant content loops, the platform elevates creativity into conversion. With Wear It, your style speaks for itself. One remix can go further than a month of daily posts and finally, fashion gets rewarded on its own merit.

$65 Billion in Play

The global fashion market is valued at $1 trillion. Social commerce is racing toward $6.2 trillion by 2030 (CAGR: 31.6%). Yet 99% of UGC remains non-monetized.

Wear It unlocks that latent value. With 20,000+ creators, and more signing up every week, the platform represents a $65B bottom-up opportunity for brands looking to activate real customers as content creators, stylists, and affiliate sellers.

The Human Future of AI Commerce

Dr. Kitty Yeung is no stranger to shaping frontier fashion tech. Before founding Wear It AI, she was the Senior Director of AI at Browzwear, the world’s leading 3D fashion design software company. Her fashion-tech brand Art by Physicist has been featured in global museums and fashion magazines. She’s a Tatler Gen.T honoree, a Women of Wearables Top 100 and a globally recognized speaker on quantum computing, AI, and fashion innovation.

“We don’t need more synthetic campaigns,” she says. “We need platforms that let real people own the moment, and get paid for it.”

Press Contact:

hello@wearit.ai