Retail intelligence firm Bold Metrics has teamed up with avatar specialist Morph 3D on a partnership designed to allow consumers to generate life-like avatars in a move the companies say defines the next generation of shopping and personalisation.

The collaboration, tipped as the world's first augmented reality (AR) consumer experience, will enable shoppers to instantly create true-to-life avatars and experience any product relative to the human body.

"Together with Morph 3D, we are demonstrating the future of commerce and product design," explains Morgan Linton, co-founder and COO, Bold Metrics. "Until VR and AR technology is in our homes, the technology will primarily be accessible in brick-and-mortar stores."

According to Linton, brick-and-mortar retail has suffered as online retail giant Amazon continues to grow, with consumers now needing a "reason beyond shopping" to visit a physical store.

"This technology creates an exciting immersive in-store experience for shoppers to experience AR – most for the first time – interact with holographic products, and experience a brand in an entirely new way," he adds.

By answering a few simple questions, none of which require a measuring tape, the Bold Metrics algorithm accurately maps the consumer's detailed body measurement predictions to its avatar as well as how the avatar relates to products in the physical space. Morph 3D then utilises the Bold Metrics technology to generate realistic avatars, breaking down technology hurdles and eliminating the need to take physical measurements or use an expensive, manual 3D body scan.

Meanwhile, consumers can also see their avatar evolve as their body changes by updating their inputs with Bold Metrics and Morph 3D technology adapting the avatar accordingly.

"People are developing a strong connection with their online avatars as part of their personal identity," says Berk Frei, vice president of strategy and innovation, Morph 3D. "At Morph 3D, we are looking to work with the best technologies to make sure our avatars are not only robust in their capabilities, but also accessible to the consumer. With Bold Metrics, we are democratising this process by enabling all consumers to generate a personalised avatar to enrich their online shopping experiences."

Bold Metrics will demonstrate the technology at this week's Shoptalk 2017 event in Las Vegas.