THG Ingenuity's AI Stylist, built with Google Cloud's Gemini, drove 6x higher conversions and 6.3x longer site time in Myprotein tests. Available on Google Cloud Marketplace.
Alpha Score of 72 reflects strong overall profile with moderate momentum, moderate value, strong quality, strong sentiment.
THG Ingenuity launched an AI-powered virtual try-on tool built with Google Cloud, saying early tests showed conversion rates six times higher among shoppers who used it.
The AI Stylist, now available on Google Cloud Marketplace, lets customers upload a personal photo and see how clothing items would look on them before buying. The tool runs on Google's Gemini models and the Gemini Enterprise Agent Platform.
Performance data from a deployment on Myprotein, THG's sports nutrition brand, showed the commercial impact. UK customers who generated at least one image with the AI Stylist were nearly six times more likely to convert than the average activewear shopper. They also spent 6.3 times longer on the site. Average order value rose 2.5%.
Jo Drake, chief technology officer for platform at THG Ingenuity, said the tool "represents a step forward in how consumers interact with fashion online." The collaboration with Google Cloud, she added, allows the company to bring "a truly scalable and transformative virtual try-on experience to brands globally."
Maureen Costello, vice president for UK, Ireland and Sub-Saharan Africa at Google Cloud, said the AI Stylist helps retailers "address common e-commerce challenges and build steadier engagement with their shoppers." By using Gemini models, she said, THG Ingenuity is giving retailers "a practical way to integrate virtual try-on capabilities." That, in turn, helps consumers make more confident purchase decisions and assists brands in managing product returns.
The AI Stylist addresses a long-standing friction point in online fashion: the inability to try items on. Integrating the tool into the e-commerce journey aims to reduce buyer uncertainty and lower return rates, which remain a major cost for apparel retailers.
The AI Stylist is available now on Google Cloud Marketplace.
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