Max Fashion, part of the Landmark Group, has launched an AI-powered virtual try-on experience in the UAE in collaboration with Google Cloud, becoming one of the early adopters of generative AI technology in the Middle East retail sector.
The new feature uses Google Cloud’s Virtual Try-On API and advanced generative AI models through the Gemini Enterprise platform to allow customers to view how garments may look on different body types before making a purchase.
According to the company, the technology is designed to address one of the biggest challenges in online fashion retail—uncertainty about fit and appearance—which often contributes to product returns and abandoned purchases.
The virtual try-on solution is intended to create a more personalized shopping experience by offering visual previews of how clothing drapes and fits, helping customers make more informed buying decisions.
“The introduction of Virtual Try-On is not just an incremental update; it is a profound structural upgrade to our entire omnichannel ecosystem,” said Hani Weiss, Chief Executive Officer of Max Fashion. “Artificial Intelligence represents an extraordinary commercial opportunity to make the customer experience more predictive, engaging, and personal. Partnering with Google Cloud allows us to arm our digital platforms with world class tools that drive customer retention and lifetime value. This is the definitive future of regional e-commerce, and Max is proud to lead the charge.”
Weiss said the initiative reflects changing consumer expectations for digital retail experiences.
“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,” he said.
Bala Subramaniam, Senior Vice President and Head of Omnichannel at Max, said the technology helps bring online and in-store shopping experiences closer together.
“Virtual Try-On fundamentally collapses the gap between our online and in-store experience,” he said. “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.”
Google Cloud said the collaboration demonstrates the growing role of generative AI in retail and customer engagement.
“Technology is at its most potent when it transforms consumer behavior and unlocks tangible business value,” said Ziad Jammal, General Manager, Google Cloud UAE, Levant, and North Africa. “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.”
The virtual try-on feature is currently available in the UAE, with the companies positioning it as a step toward more immersive and personalized digital shopping experiences in the region.
