OTB Group — the fashion house behind brands such as Diesel, Jil Sander, Maison Margiela, Marni, and Viktor&Rolf — has collaborated with Google Cloud to introduce an artificial intelligence-driven and hyper-personalized shopping service based on the technology giant's Virtual Try-On API. This innovation is now being deployed across the United States and Europe before expanding to additional markets.
The hyper-personalized Virtual Try-On shopping experience equips client advisors with a tool that generates highly realistic visual previews of how specific garments will appear on an individual customer. In essence, the feature effectively merges the convenience of online browsing with the assurance of a physical fitting room.
Beyond the virtual fitting itself, the experience extends into creative engagement: customers can use artificial intelligence image editing to place themselves within the latest Diesel or Jil Sander campaign settings and then animate those scenes using video generation technology,
Image Credit: OTB Group
What Makes This Trend Stand Out
- Hyper-personalized Virtual Try-on
- Highly realistic garment previews tailored to individual body shapes and styles create new pathways for reducing returns and increasing conversion through confidence-building visualization.
- AI-driven Campaign Immersion
- Customers placing themselves directly into brand campaign environments and animating scenes opens possibilities for personalized content that blurs user-generated and branded media.
- Advisor-augmented Selling
- Client advisors equipped with real-time AI visualizations and editing tools enable a hybrid service model that combines expert curation with scalable digital experiences.
Sectors Adopting This
- Fashion Retail
- Retailers integrating hyper-personalized virtual fittings can reshape omni-channel commerce by offering tailored sizing assurance and bespoke styling at scale.
- Advertising and Creative Agencies
- Creative firms leveraging AI image editing and video generation stand to expand immersive campaign offerings that personalize storytelling for individual consumers.
- Cloud AI Platform Providers
- Providers of virtual try-on APIs and generative media services can drive new enterprise value by enabling seamless integration of personalization tools into brand ecosystems.
