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:
