Google Cloud is helping Italy’s OTB Group enable virtual try-on for clothes shoppers of its brands including Diesel, Jil Sander, Maison Margiela, Marni and Viktor & Rolf.

The initiative uses a generative AI API on Google Cloud’s Gemini Enterprise Agent platform. This technology allows customers to visualise exactly how specific items will look and fit on them with a high degree of realism, creating a personalised shopping experience that bridges the gap between digital browsing and the physical fitting room.

By offering this technology to its client advisors, OTB aims to provide a sophisticated, high-touch service that transforms standard interactions into highly customised experiences at scale.

The project will initially launch with Diesel and Jil Sander across the USA and Europe, and will expand in the coming months to Marni and Maison Margiela, followed by a rollout to additional markets. OTB designed this service as a premium tool, enabling advisors to share curated, hyper-realistic visual previews with selected customers, offering a 360-degree view of the product.

Google Cloud’s portfolio of AI products, including infrastructure, Gemini Enterprise Agent and Gemini models, will underpin the offering tailored to the specific needs of different markets and brands, with OTB planning to extend these capabilities across its portfolio.

“I have always believed in technology as a strategic lever to enhance human talent, at the service of people and creativity,” said Renzo Rosso, chairman of OTB Group (www.otb.net). “In this context, AI represents an extraordinary opportunity to make the customer experience more advanced, engaging and personalised. Together with Google Cloud, we have implemented virtual try-on that introduces a new personalised shopping experience and provides our teams with more effective tools to deliver outstanding service and build closer relationships with clients. This project brings to life a vision I have been nurturing for over three years, made possible thanks to Google’s best-in-class expertise in AI.”

The project aims to bridge consumers’ physical and digital journeys using AI visuals to encourage in-store appointments to experience the products first hand. Beyond the virtual fitting, shoppers can use AI image editing, built with Google’s Nano Banana, to place themselves within Diesel’s and Jil Sander’s latest campaigns or fashion events, and then bring those images to life with video generated by Google’s video creation LLM, Veo.

“This collaboration demonstrates how Google Cloud’s AI can elevate the role of the retail team beyond automating tasks,” said Matt Renner, president at Google Cloud (cloud.google.com). “By integrating Google Cloud’s virtual try-on, OTB Group is pushing past standard transactions to provide client advisors with the AI tools needed to deliver deeply personal, confident shopping experiences at a global scale.”