THG Ingenuity puts AI Stylist on Google Cloud Marketplace

THG Ingenuity has made its AI Stylist available on Google Cloud Marketplace. The tool was developed with Google Cloud.

The virtual try-on product lets shoppers upload photos of themselves to see how clothing items on product pages might look before they buy. Built on Gemini Enterprise Agent Platform, it is designed to sit within the online shopping journey for fashion retailers.

Early performance data came from deployments on Myprotein. Among UK activewear shoppers who generated at least one image using AI Stylist, users were nearly six times more likely to convert than the site average, spent 6.3 times longer on the site and recorded a 2.5% higher average order value.

Those figures highlight how online retailers are using generative AI tools to tackle one of fashion eCommerce's longest-running problems: giving shoppers more confidence in fit and appearance without a physical fitting room. Returns remain a persistent cost for apparel sellers, particularly when customers buy multiple sizes or styles to try at home.

THG Ingenuity said the product is intended to reduce that uncertainty by giving consumers a more realistic sense of how an item may look on their body. It also linked the tool to lower return rates, though it did not disclose return figures in the announcement.

Marketplace push

Listing the service on Google Cloud Marketplace gives THG Ingenuity access to customers already buying software through Google's platform. It also places the retailer technology group among a growing number of AI-focused applications being distributed through cloud marketplaces rather than sold solely through direct enterprise sales.

THG Ingenuity is part of THG's broader eCommerce technology and operations business. It sells software and related services to brands managing online retail operations, covering functions from the shopping front end to fulfilment and customer service.

AI Stylist sits within that wider commerce offering, as software suppliers increasingly package AI features into specific retail use cases. In fashion, virtual try-on has been explored for years. But recent advances in image generation and large language models have prompted companies to revisit the category with tools that promise more convincing visual outputs and easier integration into shopping sites.

Jo Drake, Chief Technology Officer - Platform, THG Ingenuity, outlined the company's position on the launch.

"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," said Drake.

Google Cloud presented the listing as a practical retail application for its Gemini models and related tools. The cloud provider has been working to show that generative AI services can be tied to specific commercial problems, including merchandising, customer support and product discovery.

"We are pleased to support THG Ingenuity as they make the AI Stylist solution available on Google Cloud Marketplace, helping businesses address common eCommerce 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," said Costello.

Retail context

The release comes as online retailers face pressure to improve margins, keep shoppers engaged for longer and reduce friction in the buying process. For fashion sellers, that often means improving product visualisation, recommendations and sizing guidance without adding too much complexity to checkout.

Virtual try-on tools also raise practical questions about image accuracy, customer privacy and whether the generated output creates expectations that match the delivered product. Companies in this area have increasingly focused on embedding such tools directly into product pages so they feel like part of browsing rather than a separate feature.

THG Ingenuity said AI Stylist can be integrated into eCommerce journeys for fashion brands globally. It described its wider platform as covering software, robotics and operations for global eCommerce, with products spanning fulfilment, content creation and digital commerce systems.

In the initial Myprotein deployment, the strongest reported effect was on conversion among UK users who engaged with the image-generation feature. They were nearly six times more likely to buy than the benchmark group.