Omoda is a Dutch fashion retailer with 33 physical stores, an app and online shops. Credit: Bjoern Wylezich/Shutterstock.

Dutch fashion retailer Omoda has entered a partnership with Google Cloud to enhance its online shopping platform with AI.

By integrating Google Cloud’s advanced generative AI technology, the retailer has introduced an AI-powered chatbot called Omoda Stylist alongside its Discover the Look function that transforms the way customers shop for fashion online by suggesting complete combinations instead of single items.  

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Using Google Cloud’s Vertex AI framework and leveraging vector search technology, Gemini models, and multimodal embeddings, Omoda has designed an online shopping experience akin to having a personal stylist available.  

Customers can now use conversational search to articulate a desired look, such as “bohemian wedding outfit” or “smart casual workwear”— and receive recommendations that match their style preferences, body shape and preferred brands.  

This strategy enhances product findability while offering deeper insights into style compatibility, sizing and suitable occasions. 

The introduction of Omoda’s conversational AI tool marks the beginning of its plan to develop a fully interactive and individualised online shopping journey for fashion.  

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Preliminary testing reveals promising outcomes for the use of generative AI in enhancing customer engagement.

The introduction of the Discover the Look feature resulted in conversion rates 2.5 times higher than for interactions without it.  

Omoda’s data management system is underpinned by Google Cloud’s BigQuery and Looker Studio, ensuring organised and immediate access to data that supports AI-powered recommendations and analytics.  

While the conversational search capability is already operational, Omoda plans further enhancements such as avatar-based outfit previews and integration with users’ wardrobes. 

Omoda CTO Ewoud Friedlink stated: “With this collaboration, we’re taking a major step toward fulfilling our vision of bringing the warmth and personalisation of boutique shopping to the online world.  

“Google Cloud’s generative AI tools are helping us go beyond transactions to inspire our customers, making online shopping an engaging and highly personalised experience. By the end of 2024, we anticipate that 90% of product content — such as descriptions and recommendations — will be AI-generated.”