Diesel owner OTB Group and Google Cloud partner on AI powered personalised shopping experiences

OTB Group, the parent company of brands including Diesel, Jil Sander, Maison Margiela, Marni, and Viktor&Rolf, and Google Cloud have announced a collaboration to launch a new personalised shopping experience using the latter’s virtual try-on API. 

The project will initially launch with Diesel and Jil Sander across the United States and Europe, and will expand in the coming months to Marni and Maison Margiela, followed by a roll-out to additional markets.

OTB Group designed this service as a premium clienteling tool, enabling advisors to share curated, hyper-realistic visual previews with selected customers, offering a 360-degree view of the product. Google Cloud's portfolio of AI products including infrastructure, Gemini Enterprise Agent Platform and Gemini models, will underpin the solution, with OTB planning to extend these capabilities across its portfolio.

"I have always believed in technology as a strategic lever to enhance human talent, at the service of people and creativity. In this context, artificial intelligence represents an extraordinary opportunity to make the customer experience more advanced, engaging and personalised,” says Renzo Rosso, Chairman and Founder at OTB Group.

“Together with Google Cloud, we have implemented a virtual try-on solution that introduces a new personalised 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, made possible thanks to Google's best-in-class expertise in AI. I am confident this is the natural direction for the evolution of e-commerce and clienteling, and a key driver of growth for the future of the fashion industry.”

Beyond the virtual fitting, customers can use AI image editing, built with Google's Nano Banana, to place themselves within Diesel's and Jil Sander's latest campaigns or fashion events, and then bring those images to life with video generated by Google's video creation LLM, Veo.

"Technology is at its best when it solves real-world challenges for the customer," says Matt Renner, President and Chief Revenue Officer, Google Cloud. "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."

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.