Bewakoof partners with Google Cloud to bring AI-powered, customized fashion capabilities to its platform

Bewakoof, a popular Indian apparel brand, has partnered with Google Cloud to bring the company's generative artificial intelligence (AI) and machine learning capabilities to its platform. The Indian brand announced the partnership at Google Cloud Summit India 2024. Bewakoof said it is using technologies such as Gemini AI to enable the creation of new content such as text, images and code for its platform. One particularly user-focused feature is an AI T-shirt design tool that allows users to generate custom artwork.

Bewakoof partners with Google Cloud

Google Cloud is providing its generative AI tech stack to the Indian apparel brand to build new features on the platform as well as introduce new capabilities to its users. The company uses the tools to analyze trends, customer preferences, and other data to generate innovative T-shirt designs.

One of the user-oriented features, an AI-powered image generation tool that allows users to generate T-shirt designs using text prompts, is now live on Bewakoof's platform. In a post on X (formerly Twitter), the brand shared a short video showcasing the feature. The platform allows all users up to 40 attempts to generate a design, which can then be added to a T-shirt in their preferred color and fit. Users can also fine-tune the AI ​​tool by choosing from a variety of styles and palettes suggested on the prompt screen.

When testing this feature, the AI-designed T-shirt was priced at Rs 549. However, the price may vary depending on the size of the T-shirt and the complexity of the design. Notably, Bewakoof is part of TMRW House of Brands, a venture of the Aditya Birla Group.