OTB Group introduced an AI-powered Virtual Try-On experience through a collaboration with Google Cloud, expanding personalized shopping tools across several fashion brands. The initiative begins with Diesel and Jil Sander in the United States and Europe before extending to Marni and Maison Margiela in additional markets. The company positioned the service as a premium clienteling tool designed for selected customers. Client advisors can use the platform to deliver customized visual styling previews with detailed product perspectives.

The experience runs on Google Cloud technology, including infrastructure, Gemini Enterprise Agent Platform, Gemini models, and Virtual Try-On APIs. The system creates highly realistic visualizations that show how garments may appear and fit on customers. OTB Group said the platform helps advisors provide more tailored interactions while scaling personalized engagement across markets and brands. The project also supports broader plans to extend AI capabilities throughout the company’s portfolio over time.

The collaboration forms part of OTB Group’s wider innovation strategy focused on combining technology with customer engagement. Company Chairman and Founder Renzo Rosso described artificial intelligence as a tool that strengthens creativity and improves customer experiences. He said the company spent more than three years developing this vision before implementing the new Virtual Try-On service alongside Google Cloud’s AI expertise. The project also reflects OTB Group’s focus on building stronger relationships between retail teams and clients through digital tools.

The initiative also connects physical retail with digital experiences through additional AI-powered features. Customers can edit images using Google’s Nano Banana technology to place themselves into Diesel and Jil Sander campaign environments or fashion-related events. Those visuals can then be converted into video content using Google’s Veo video generation model. OTB Group said these capabilities are intended to encourage customers to continue their shopping journey through in-store appointments and direct product experiences.

Google Cloud executives said the collaboration focuses on practical retail applications rather than simple automation. The company emphasized that the technology aims to help retail teams deliver more personalized and confident shopping interactions at scale. By combining virtual fitting capabilities with image editing and video generation, the platform expands how brands interact with customers across digital and physical channels. The rollout also signals OTB Group’s broader effort to integrate AI-driven clienteling into the future direction of fashion retail.

📊 What This Means (Our Analysis)

This collaboration stands out because it places AI directly into the hands of client advisors instead of limiting the technology to backend automation. OTB Group is using digital tools to strengthen human interaction, making personalization a core retail function rather than a marketing add-on. The focus on hyper-realistic previews and tailored engagement also shows how luxury and fashion brands are reshaping customer expectations around online shopping experiences.

The project also highlights how fashion companies are expanding beyond static e-commerce formats toward interactive visual experiences. By combining virtual fitting, AI-generated imagery, and video creation within one customer journey, OTB Group and Google Cloud are building a more connected retail environment. That approach could influence how brands balance digital convenience with physical retail engagement in future shopping strategies.

📌 Our Take: The fashion industry’s next phase of customer engagement may increasingly depend on how effectively brands blend AI-driven personalization with human relationships.