THG Ingenuity announces addition of AI Stylist virtual try-on solution to Google Cloud Marketplace
THG Ingenuity has announced the availability of its AI Stylist on Google Cloud Marketplace. Built in collaboration with Google Cloud and on Gemini’s Enterprise Agent Platform, this virtual try-on solution enables customers to upload personal photos, visualising how clothing items on product pages would appear on them before making a purchase.
The AI Stylist addresses a critical challenge in online fashion - the inability to physically try on items. By integrating into the e-commerce journey, it aims to provide consumers with an immersive and confident shopping experience. It delivers accurate and realistic visualisations, bridging the gap between digital browsing and informed purchasing decisions.
Performance data from initial deployments on Myprotein as follows: for those who generated at least one image using the AI Stylist, comparison against site average activewear shoppers revealed UK customers were nearly six times more likely to convert, spent 6.3 times longer on site, and had a 2.5% higher average order value.
Jo Drake, CTO - Platform, THG Ingenuity, says, “The AI Stylist represents a step forward in how consumers interact with fashion online. Our collaboration with Google Cloud allows us to bring a truly scalable and transformative virtual try-on experience to brands globally. This not only elevates the customer journey but also directly contributes to improved business performance through enhanced confidence and reduced operational costs.”
Maureen Costello, Vice President, UK, Ireland and Sub-Saharan Africa, Google Cloud, says, "We are pleased to support THG Ingenuity as they make the AI Stylist solution available on Google Cloud Marketplace, helping businesses address common e-commerce challenges and build steadier engagement with their shoppers. By using our Gemini models and Gemini Enterprise Agent Platform, THG Ingenuity is giving retailers a practical way to integrate virtual try-on capabilities. This ultimately helps consumers make more confident purchasing decisions and assists brands in managing operational hurdles like product returns."
2026 RTIH Innovation Awards
Virtual try-on technology 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.
