Google Cloud has announced a strategic collaboration with OTB Group to deploy AI-powered hyper-personalized shopping experiences across its global retail operations.
The Italian fashion conglomerate counts Diesel, Jil Sander, Maison Margiela, Marni, and Viktor&Rolf among its portfolios.
At the center of the partnership is Google Cloud’s Virtual Try-On API, built on its Gemini Enterprise Agent Platform.
The technology generates high-fidelity, realistic previews of how specific garments will look on individual customers, giving client advisors a tool that aims to meaningfully close the gap between digital browsing and the physical store environment.
The roll-out begins with Diesel and Jil Sander across the US and Europe, before expanding to Marni and Maison Margiela in the coming months, with additional markets to follow.
Putting AI in the Advisor’s Hands
For the CX space, this is less a story about virtual fitting rooms and more about what happens to the customer-advisor relationship when that kind of technology lands in a sales associate’s hands.
Matt Renner, President and Chief Revenue Officer at Google Cloud, summed this up nicely, stating that “technology is at its best when it solves real-world challenges for the customer.
“This collaboration demonstrates how Google Cloud’s AI can elevate the role of the retail team beyond automating tasks.
“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.”
That last point is particularly prudent when considering customer engagement. The tool is designed not as a customer-facing self-service product but as something that sits with the advisor – making their conversations richer, their recommendations more credible, and their relationships with clients more durable.
OTB Group has positioned this firmly as a clienteling play. Rather than replacing the advisor, the Virtual Try-On feature is pitched as a premium service that selected customers receive through their designated contact, offering a 360-degree view of the product before they commit.
The intent is to drive higher-quality engagement, not just volume.
In discussing the news, Renzo Rosso, Chairman and Founder of OTB Group, said:
“I have always believed in technology as a strategic lever to enhance human talent, at the service of people and creativity.
“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 deliver outstanding service and build closer relationships with clients.
“This project brings to life a vision I have been nurturing for over three years.”
Closing the Loop Between Digital and In-Store
Beyond the virtual fitting component, the solution extends into campaign engagement.
Built using Google’s Nano Banana image editing model and Veo, its video creation LLM, customers can place themselves inside OTB brand campaigns or fashion events and animate those images.
The goal is to create a thread of engagement that starts digitally and pulls customers into physical store visits.
That omnichannel design is structured so that digital touchpoints actively feed in-store appointments rather than compete with them.
That kind of intentional channel integration remains a challenge for most retail organizations. Google Cloud’s infrastructure – spanning Gemini models, agent platform, and AI tools – is doing the underlying work to make it coherent across OTB’s different brands and markets.
Google Cloud’s Broader Retail CX Play
Google Cloud is no stranger to this type of enterprise deployment. With customers across more than 200 countries, its AI stack, which includes infrastructure, leading models, and the Gemini Enterprise Agent Platform, is increasingly being applied not to back-office automation, but to the quality of human-to-human engagement at the point of sale.
Whether that model becomes a broader template for luxury retail CX remains to be seen.
But the early design choices suggest OTB Group and Google Cloud are betting on depth of engagement over breadth of automation.
