THG Ingenuity Unveils AI Stylist Drives 6x Higher Conversions 

THG Ingenuity, today announced the enhanced capabilities and availability of its innovative AI Stylist. Built in collaboration with Google Cloud and on Gemini’s Enterprise Agent Platform, this virtual try-on solution empowers customers to upload personal photos, visualising how clothing items on product pages would appear on them before making a purchase.  

Available now on Google Cloud Marketplace, the AI Stylist is already transforming the online fashion retail experience by boosting conversion rates, significantly reducing returns, and increasing customer engagement.  

The AI Stylist addresses a critical challenge in online fashion – the inability to physically try on items. By integrating seamlessly into the ecommerce journey, this virtual try-on agent provides consumers with an immersive and confident shopping experience. Utilising Google Cloud’s cutting-edge conversational AI technology, including Gemini Enterprise Agent Platform, it delivers highly accurate and realistic visualisations, bridging the gap between digital browsing and informed purchasing decisions. This innovation not only deepens product understanding but also mitigates buyer uncertainty and helps retailers lower return rates.  

Performance data from initial deployments on Myprotein demonstrate the substantial commercial impact of the AI Stylist. 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.  

These results highlight the AI Stylist's capacity to drive tangible ROI for fashion brands by optimising the purchasing funnel and improving overall customer satisfaction.

Jo Drake, CTO – Platform, THG Ingenuity, said: “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, said: "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."