Max Fashion, a subsidiary of the Landmark Group, has partnered with Google Cloud to integrate artificial intelligence into its digital commerce platforms.
The company has deployed Google Cloud’s Virtual Try-On Application Programming Interface (API) to establish a digital fitting service for its online consumers within the region.
Running on the Gemini Enterprise platform, the system operates via advanced generative vision models while generating simulated previews showing how different items of clothing drape, fit, and move across a variety of body shapes.
The implementation directly addresses e-commerce sizing uncertainties, which historically contribute to transaction abandonment and high product return rates across the apparel industry.
“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, CEO 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.”
According to Ziad Jammal, GM of Google Cloud UAE, Levant, and North Africa, the commercial deployment indicates a broader industry shift where data-driven personalisation functions as a structural requirement for regional retailers.
Launched in the UAE in 2004, Max Fashion operates more than 830 retail locations across 16 countries. The company plans to evaluate data from this initial regional rollout to inform its long-term digital strategy.
