Google has undeniably emerged as a pivotal player in the world of fashion marketing, and the company is continuously striving to enhance its capabilities in this domain.
An exciting development in this pursuit is Google's recent Virtual Try-On technology. By embedding this advanced technology, Google aims to make online shopping more reliable and fun, ensuring users to shop with confidence and find the perfect outfits without the need for a physical fitting room.
The cutting-edge tool promises to revolutionize the fashion industry from both consumer and business standpoints, offering exciting opportunities and addressing unique challenges. Let’s see what we can expect from advancements in online shopping, and how to act accordingly.
Industry vs. Consumer - The Humane Way of AI-Based Online Shopping
The Virtual Try-On tool allows users to see how shoppable items appear on a diverse range of models. To ensure its goal, Google photographed 40 men and 40 women representing various sizes (from XXS to 4XL), and various appearances (skin, hair, shape). Shoppers can select models of their choice, and the chosen item is then digitally and photo realistically displayed on the model's still image.
No matter how exciting it is, this realistic and informative shopping experience is still maturing and comes with challenges.
Inclusivity
Navigating the technical hurdles in the realm of generative AI presents a unique chance to adopt an ethical approach, especially considering the controversies that surround it.
Google's AI-generated models encompass real individuals from diverse racial backgrounds, body shapes, and skin types. By incorporating actual humans into the process, Google aims to instill a sense of confidence and trust in consumers as they interact with AI models while making their purchasing decisions. The technology celebrates diversity and promotes body positivity by showcasing clothing on real humans that represent a wide range of body shapes and sizes. This inclusive approach helps consumers feel seen and valued, contributing to increased customer loyalty and brand appreciation.
Clarity
As the technology matures, it will undoubtedly bring an innovative, positive approach to one's sense of self when searching fashion products online, maximizing inclusivity, and avoiding making shoppers feel 'flawed' by observing models who conform only to certain body expectations. This could directly answer consumer expectations most sincerely.
Marketing Strategy
The future of fashion marketing is reshaping. Adapting to Google's Virtual Try-On technology is poised to be a game-changing move for any fashion brand seeking to thrive in the digital landscape.
With this groundbreaking innovation on the horizon, it becomes increasingly apparent that fashion brands must embrace and integrate this technology to stay ahead of the curve and meet the evolving demands of their audience.
Google's technology embraces diversity and body positivity by presenting clothing on real humans who represent various body types and ethnic backgrounds. This inclusive approach fosters consumer confidence and trust in AI-generated models, resulting in increased customer loyalty and appreciation for the brand.
Moreover, the model builds a concrete brand image for businesses that want to represent the reality of the human, avoiding promoting unrealistic bodies and standards that are expected people to achieve, while gaining trust from their audiences.
Efficient Businesses
This strategic move by Google also opens up an enticing business opportunity for brands that may face challenges in hiring and photographing numerous models for their collections. By leveraging Google's Merchant Center, these brands can now easily upload their product lines and benefit from the vast array of AI-generated models at their disposal.
Sustainability
As physical stores become less common, customers find it difficult to gauge the fit and feel of clothes before purchasing, leading to the need for ordering multiple sizes, often resulting in all items being returned.
While the success of this technology is yet to be fully proven, Google's entry into this space with its expertise and reach could potentially revolutionize online shopping and reduce return rates, leading to better sustainability in the industry.
Technical Hurdles
Google has taken a unique approach to employing generative AI in an unseen way. This method avoids the conventional practice of simply "copying and pasting" digital assets onto model photos.
Instead, Google's innovative process utilizes a diffusion model to seamlessly integrate assets into their models, setting it apart from traditional Photoshop methods. The technical complexities showcase the new model has room for improvement and researchers claim that they will embed more inclusive features (e.g. height).
Buckle Up For Success
Google's Virtual Try-On Technology represents a remarkable leap forward in the fashion industry, offering unparalleled benefits from both consumer and business perspectives. By empowering consumers with personalized shopping experiences and providing businesses with powerful tools to enhance engagement and efficiency, Virtual Try-On is set to shape the future of fashion retail. As technology continues to evolve, the challenges presented by integration and data protection will be met with innovative solutions, opening up new opportunities for businesses to thrive in this exciting era of virtual fashion.
As we've explored earlier, while technology continues to advance toward its full potential, the reality of the human body remains an integral aspect of the fashion world. Embracing and understanding real consumer expectations about fashion, even before AI models reach their full maturity, is essential for future efficiency in activities such as cost planning and sustainability.
Let's engage and prepare your brand to embrace the utmost empathy for a truly customer-centric experience. Buckle up for success!
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