OTB Group Expands AI-Powered Clienteling Across Luxury Fashion Brands
OTB Group is introducing a new AI-powered clienteling platform using Google Cloud virtual try-on technology across several of its fashion brands, beginning with Diesel and Jil Sander in the U.S. and Europe.
The rollout will later expand to additional brands including Maison Margiela and Marni, followed by deployment in more international markets.
Virtual Try-On Technology Integrated into Luxury Retail Experience
The initiative uses Google Cloud's virtual try-on API built on its Gemini Enterprise AI platform, allowing customers to visualise how products may look and fit with the assistance of in-store associates.
Rather than functioning as a standalone consumer tool, the system has been designed as a premium clienteling solution that enables store associates to share curated previews and personalised styling experiences with selected customers.
The technology also supports 360-degree product visualisation, helping brands create more immersive digital interactions within luxury retail environments.
AI Becomes Part of Premium Retail Clienteling Strategy
The rollout reflects a wider shift among luxury and premium retailers, where AI is increasingly being used to support personalised styling, product discovery, virtual try-on and digital clienteling.
Brands and retailers such as Macy's, Farfetch, LVMH-owned brands, Kering, Nike and Zalando have all explored AI-driven tools across areas including conversational shopping, size and fit guidance, visual search, customer personalisation and merchandising support.
For premium fashion groups such as OTB, the role of AI is less about replacing store associates and more about strengthening high-touch service. By giving client advisors tools to create richer product previews and more personalised recommendations, retailers can extend luxury service models across both stores and digital channels.
This positions AI as part of long-term retail infrastructure, not simply a short-term digital experiment.
Source: Based on reporting by Chain Store Age.