THG Ingenuity’s newly upgraded AI Stylist, now live on Google Cloud Marketplace, is transforming the online fashion retail experience by boosting conversion rates, significantly reducing returns and increasing customer engagement.
THG-owned MP Activewear, the apparel offering born out of sports nutrition brand Myprotein in 2025, is already reaping the benefits of AI Stylist’s enhanced capabilities, as comparisons against site-average activewear shoppers revealed UK customers were nearly six times more likely to convert, spent 6.3 times longer on site and had a 2.5% higher average order value.
Built in collaboration with Google Cloud and on Gemini’s Enterprise Agent Platform, the virtual try-on solution empowers customers to upload personal photos and visualise how clothing items on product pages would appear on them before making a purchase.
Neil Mistry, CEO of THG Nutrition, said: “Myprotein Activewear is a core and fast-growing part of the Myprotein brand, and it’s essential we keep improving how customers experience the range online.
“The AI Stylist brings our products to life in a more engaging way, helping customers find the right fit and style with far greater confidence and, ultimately, buy with the certainty that it’s right for them.”
Jo Drake, Chief Technology Officer at THG Ingenuity, added: “The AI Stylist represents a step forward in how consumers interact with fashion online. Our collaboration with Google Cloud allows us to bring a truly scalable and transformative virtual try-on experience to brands globally.
“This not only elevates the customer journey but also directly contributes to improved business performance through enhanced confidence and reduced operational costs.”
The MP Activewear results highlight the AI Stylist’s capacity to drive tangible return on investment (ROI) for fashion brands by “optimising the purchasing funnel” and improving overall customer satisfaction.
In April, MP Activewear made its high street debut in seven Footasylum stores across the UK, including its flagship on London’s Oxford Street, in Manchester Arndale, White Rose in Leeds and Silverburn in Glasgow.
The collection includes hoodies, jackets, leggings, shorts and sports bras, targeting Footasylum’s core audience of 16–24-year-old women.
MP Activewear is a fast-growing and higher-margin element of the THG Nutrition business, with “annualised run-rate sales” fast approaching £100 million.
Approximately 15% of THG Nutrition’s customers purchased activewear between January and March 2026, with average order values on orders including activewear around 31% higher.
The launch in Footasylum stores followed the online launch, on 8 April, of an 11-piece Myprotein training collection – for men and women – in collaboration with heritage US sportswear giant Champion.
That marked Myprotein’s most high-profile activewear partnership to date, building on partnerships with Decathlon, Frasers Group and Everlast.
Activewear now represents approximately 12% of Myprotein’s online sales, up from around 8% in FY24, “demonstrating clear traction as the business diversifies its revenue streams”.