What’s next
The pilot’s success has set up a broader rollout and international expansion, with physical fit and sizing support on the roadmap. Breuninger continues to refine the experience based on how customers actually use it in everyday shopping — the same user-first approach that shaped the project from the start.
To explore how generative AI can help your business create similar experiences, visit Google Cloud’s Virtual Try-On solution. You can also try the feature yourself in the Breuninger app.
This work wouldn’t have been possible without the contributions from peers at both Breuninger, and Google Cloud. Thanks to Markus Peetz, Jorina Hilser, Martin Csengeri, Jay Deutinger, Sofia Widmayer, David Schowalter, Tobias Götze, Eric Karge, Abdul Mateen, Besnik Brahimi, Oliver Fesseler, and Lisa Beutner from Breuninger, and Khanh LeViet, Jorj Ismailyan, and Matt Chaban from Google Cloud.
