The initiative marks a significant step in OTB Group's global innovation strategy, deploying Google Cloud artificial intelligence technology to transform the way advisors interact with clients. The project will initially launch with Diesel and Jil Sander in the United States and Europe, and will expand to Marni and Maison Margiela in the coming months, followed by a launch in additional markets. OTB Group designed this service as a premium customer support tool, allowing advisors to share curated, hyper-realistic visual previews with select clients, offering a 360-degree view of the product. Google Cloud's AI product portfolio, including infrastructure, Gemini Enterprise Agent platform and Gemini models, will support the solution tailored to the specific needs of different markets and brands, and OTB plans to extend these capabilities across its portfolio.
OTB Group has partnered with Google Cloud to introduce AI-powered virtual try-on experiences for Diesel and Jil Sander in the US and Europe. Using Google Cloud's Gemini AI platform, the initiative enables hyper-personalized styling, realistic fitting previews, AI image editing and video generation, helping brands strengthen omnichannel engagement and enhance luxury retail clientele globally.
High fidelity virtual style
The initiative leverages Virtual Try-On, a generative AI API on Google Cloud's Gemini Enterprise Agent platform. This technology allows customers to visualize exactly how specific items will look and fit with a high degree of realism, creating a personalized shopping experience that bridges the gap between digital browsing and the physical fitting room. By offering this technology to its clients' advisors, OTB Group provides a sophisticated, high-touch service that transforms standard interactions into highly personalized experiences at scale.
“I have always believed in technology as a strategic lever to enhance human talent, at the service of people and creativity. In this context, Artificial Intelligence represents an extraordinary opportunity to make the customer experience more advanced, attractive and personalized. Together with Google Cloud, we have implemented a Virtual Try-On solution that introduces a new personalized shopping experience and provides our teams with more effective tools to provide exceptional service and build closer relationships with customers. This project brings to life a vision that I have been cultivating for more than three years, made possible thanks to Google “Best-in-class AI experience. “I am confident that this is the natural direction for the evolution of e-commerce and clientele, and a key growth driver for the future of the fashion industry,” he said. Renzo Rosso, president and founder of the OTB Group.
Drive omnichannel engagement
The project aims to bridge consumers' physical and digital journeys using high-quality AI images to encourage in-store appointments to experience products first-hand. Beyond the virtual try-on, clients can use AI image editing, created with Google's Nano Banana, to place themselves in the latest campaigns or fashion events from Diesel and Jil Sander, and then bring those images to life with videos generated by Google's video creation LLM, I Veo.
“Technology is at its best when it solves real-world challenges for the customer,” he said. Matt Renner, President and Chief Revenue Officer, Google Cloud. “This collaboration demonstrates how Google Cloud AI can elevate the role of the retail team beyond task automation. By integrating Google Cloud virtual try-on, OTB Group is going beyond standard transactions to provide client advisors with the AI tools needed to deliver deeply personal and secure shopping experiences on a global scale.”
Note: The headline, ideas and image of this press release may have been refined by Fibre2Fashion staff; the rest of the content remains unchanged.
Fiber2Fashion News Desk (MS)
