What: THG Ingenuity has launched an AI Stylist with Google Cloud to help shoppers virtually try on clothing before purchase.

Why it is important: This development reinforces the shift from AI experimentation to scalable retail infrastructure, supported by recent advances in virtual try-on and AI-assisted shopping.

THG Ingenuity has unveiled an AI Stylist developed with Google Cloud and Gemini’s Enterprise Agent Platform, making the virtual try-on tool available through Google Cloud Marketplace. The solution allows shoppers to upload their own images and see how clothing would look on them before buying, aiming to make online fashion shopping more immersive and confidence-led.Early deployments on Myprotein suggest the tool is already delivering commercial benefits. THG Ingenuity said UK customers who generated at least one image were nearly six times more likely to convert than site-average activewear shoppers, spent 6.3 times longer on site, and recorded a 2.5% higher average order value. The company also expects the technology to help reduce returns by improving purchase confidence.THG Ingenuity said the partnership with Google Cloud gives brands a scalable way to integrate realistic virtual try-on capabilities, while Google Cloud positioned the tool as a practical response to ecommerce challenges such as engagement and returns.

IADS Notes: THG Ingenuity’s AI Stylist fits into a wider retail shift in which AI-powered visual and conversational tools are becoming measurable drivers of ecommerce performance. In March 2026, Breuninger’s rollout of Google Cloud’s Virtual Try On showed how fashion retailers are using photo-based try-on to improve purchase confidence and reduce returns. In April 2026, Frasers Group’s AI shopping assistant demonstrated the commercial impact of guided digital discovery, with a reported conversion uplift. In May 2026, Zalando’s use of generative AI for product videos and market-specific content showed how visual storytelling is being scaled across fashion ecommerce. In June 2026, Reuters reported that AI-referred shoppers browse longer and spend more per visit, while Journal du Net’s July 2026 analysis reinforced that AI-generated product visuals are now a performance lever across conversion, returns, marketplaces and brand trust. Together, these sources position THG Ingenuity’s Google Cloud partnership as part of a broader move from AI experimentation to commercially accountable retail infrastructure.

THG Ingenuity unveils AI stylist in partnership with Google Cloud