Bewakoof is partnering with Google Cloud to bring AI-powered custom fashion capabilities to its platform

Bewakoof, a popular Indian apparel brand, has partnered with Google Cloud to bring generative artificial intelligence (AI) and machine learning capabilities to its platform. The Indian brand unveiled the partnership at the Google Cloud Summit India, 2024. Bewakoof said it uses technologies such as Gemini AI to enable the creation of new content, including text, images and code for the platform. One special user-focused feature will be an AI T-shirt design tool that allows users to generate custom artwork.

Bewakoof is partnering with Google Cloud

Google Cloud offers its generative AI technology stack to the Indian apparel brand to not only introduce new features for users, but also build new capabilities for the platform. The company will use tools to analyze trends, customer preferences and other data to create 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 queries, is currently live on Bewakoof’s platform. In a post on X (formerly known as Twitter), the brand released a short video highlighting the feature. The platform allows each user 40 attempts to generate a design, which can then be added to a t-shirt in the color and cut of their choice. Users can also tweak the AI ​​tool by selecting different styles and palettes suggested on the prompts screen.

In our testing of the feature, we found that the AI-designed T-shirts were priced at Rs. 549. However, prices may vary depending on the size of the shirt and the complexity of the design. Namely, Bewakoof is part of TMRW House of Brands, a venture of the Aditya Birla Group.