Bewakoof and Google Cloud Join Forces to Launch AI-Powered Customizable Fashion Platform

The renowned Indian clothing label Bewakoof has teamed up with Google Cloud to infuse generative artificial intelligence (AI) and machine learning elements into its infrastructure. The Indian brand revealed this partnership at the Google Cloud Summit India 2024. Bewakoof is leveraging technologies such as Gemini AI to create new content, including text, images, and code for its platform. A standout user-focused feature will be an AI T-shirt designing tool that enables users to generate custom artwork.

Bewakoof teams up with Google Cloud

Google Cloud is extending its generative AI tech stack to the Indian apparel brand to introduce new features for users and develop new capabilities for the platform. The company will utilize 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 create T-shirt designs using text prompts, is now live on Bewakoof's platform. The brand posted a short video highlighting this feature on X (formerly known as Twitter). The platform provides each user with 40 attempts to generate designs, which can then be added to a T-shirt with a color and fit of their preference. Users also have the option to tweak the AI tool by selecting different styles and palettes suggested on the prompt screen.

In our testing of the feature, we found the T-shirts designed by AI were priced at Rs. 549. However, the prices may vary based on the T-shirt's size and the design's complexity. Bewakoof is part of TMRW House of Brands, an Aditya Birla Group venture.