Max Fashion, part of the Landmark Group, has partnered with Google Cloud to launch a new AI-powered virtual try-on experience, becoming one of the early adopters of generative AI technology in the Middle East retail sector.
Initially rolled out in the UAE, the feature uses Google Cloud’s Virtual Try-On API and advanced generative AI models through the Gemini Enterprise platform to allow customers to see how garments fit, drape and move on different body types. The initiative aims to improve online shopping confidence and address common challenges such as uncertainty around fit and sizing.
Hani Weiss, Chief Executive Officer of Max Fashion, said: “Fashion retail is evolving quickly, and customers today expect digital experiences that are not only convenient, but also intelligent, personal and useful. The launch of Virtual Try-On with Google Cloud is a major step forward in how we serve our customers online. It helps address real purchase barriers, particularly around fit and confidence, while allowing us to create a richer and more engaging shopping journey. At Max, our ambition is to make fashion more accessible, and this collaboration allows us to extend that promise through technology in the region.”
Bala Subramaniam, Senior Vice President & Head of Omnichannel, Max, added: “For the first time, a customer browsing on their phone has the same confidence as one standing in our fitting room. That is what true omnichannel means, and this is what it looks like at scale.”
Commenting on the partnership, Ziad Jammal, General Manager, Google Cloud UAE, Levant, and North Africa, said: “This collaboration demonstrates how Google Cloud’s generative AI can elevate the consumer journey far beyond standard transactions. By integrating our Virtual Try-On API, Max is disrupting the traditional retail parameters in the MENA region, proving that AI-driven personalization is no longer a luxury, it is a core business imperative for forward-thinking retailers.”
Max Fashion operates more than 830 stores across 16 countries and is one of the largest value fashion retailers in the Middle East, North Africa, Southeast Asia and India. The company said the new technology is part of its broader strategy to strengthen omnichannel retail experiences and enhance customer engagement through AI-driven innovation.
