Is this what the future of shopping looks like? Max Fashion launches AI-powered try-on experience in UAE
Initially launched in the UAE, the experience marks a significant step forward in omnichannel retail, blending physical-store confidence with digital convenience
12 June, 2026
TT
16
Max Fashion, one of the Middle East’s leading value fashion retailers and part of the Landmark Group, has unveiled a major artificial intelligence-driven upgrade to its digital shopping experience in partnership with Google Cloud.
The rollout introduces Google Cloud’s Virtual Try-On API, positioning the brand among the first in the MENA region to deploy generative AI at scale to solve one of ecommerce’s most persistent challenges: product fit uncertainty.
Read more-AI knows you better than your family: Here’s what UAE shopping habits revealed
Initially launched in the UAE, the experience marks a significant step forward in omnichannel retail, blending physical-store confidence with digital convenience. Built on Google Cloud’s AI infrastructure and powered by Gemini Enterprise-based generative vision models, the solution allows shoppers to instantly visualize how garments appear on different body types with high realism, including drape, movement, and fit accuracy.

Industry observers see the move as part of a broader shift toward immersive commerce, where browsing evolves into interactive, personalised visualisation rather than static product viewing.
Reimagining the digital fitting room
Traditional ecommerce has long struggled with high return rates driven by sizing uncertainty and lack of physical try-on options. Max’s deployment of Google Cloud’s Virtual Try-On API is designed to close this gap by simulating the in-store fitting experience directly on mobile and desktop platforms.
By embedding hyper-personalised visualisation tools into its digital ecosystem, Max aims to increase purchase confidence, reduce friction in the decision-making process, and strengthen long-term customer loyalty. The company positions the upgrade not simply as a feature enhancement, but as a structural shift in how customers interact with fashion online.
Executive perspective: A structural shift in retail
“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.”
Hani Weiss, CEO 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, SVP and head of Omnichannel at Max, said the technology effectively eliminates the divide between online and physical retail experiences.
“Virtual Try-On fundamentally collapses the gap between our online and in-store experience,” added Bala Subramaniam, Senior Vice President & Head of Omnichannel, Max. “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: AI as a retail growth engine
From Google Cloud’s perspective, the collaboration reflects a broader industry transition toward AI-led personalization as a core business driver rather than a supplementary tool. The integration of Virtual Try-On into Max’s ecosystem demonstrates how generative AI can influence not just engagement metrics, but also conversion rates and operational efficiency.
“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.”
With this rollout, Max and Google Cloud are effectively setting a new benchmark for digital retail innovation in the Middle East. The partnership signals a shift toward fully integrated omnichannel ecosystems where artificial intelligence plays a central role in shaping customer experience, reducing friction, and driving conversion.
As more retailers across the region explore generative AI applications, the Max deployment is likely to be viewed as an early reference point for how immersive, data-driven shopping experiences will evolve in the years ahead.






















