The Italian OTB Group, parent company of brands such as Diesel, Jil Sander, Maison Margiela, Marni and Viktor&Rolf, is collaborating with Google Cloud. The aim is to introduce a new, artificial intelligence (AI)-powered and ‘hyper-personalized’ shopping experience, the company announced on Thursday. The technology group’s Virtual Try-On API is used for this.
The initiative is intended to combine physical and digital shopping experiences. Google Cloud’s generative AI is used to equip customer advisors with digital styling tools. These offer customers a hyper-realistic 360-degree preview of the product that they can try on virtually. They are then encouraged to book an appointment in store to ‘experience’ the products first hand.
The technology will initially be introduced by Diesel and Jil Sander in the US and European markets. It will be expanded to Marni and Maison Margiela in the coming months, followed by a rollout to additional markets.
“I have always seen technology as a strategic lever to promote human talent at the service of people and creativity,” said Renzo Rosso, Chairman and Founder of OTB Group. “In this context, artificial intelligence represents an extraordinary opportunity to make the customer experience more advanced, engaging and personalized.”
The technology leverages Google’s Gemini Enterprise Agent Platform and Gemini models.
In addition to the virtual fitting, the fashion group will encourage its customers to use AI image editing developed with Google’s Nano Banana. This allows customers to fit in with the latest campaigns or fashion events from Diesel and Jil Sander. They can then bring those images to life with videos generated by Google’s video creation LLM Veo.
Matt Renner, President and Chief Revenue Officer at Google Cloud, added: “Technology is at its best when it solves real-world challenges for customers. This collaboration shows how Google Cloud’s AI can elevate the role of the retail team beyond automating tasks. By integrating Google Cloud’s virtual try-on experience, OTB Group goes beyond standard transactions, providing customer service representatives with the AI tools needed to deliver a deeply personal and secure shopping experience on a global scale.”
This article was created using digital tools translated.
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