WHAT CONTENT GOOGLE SAYS IS COMING NEXT - AND WHAT BRANDS CAN DO TODAY
The fashion industry is entering a new era of content production.
Artificial intelligence is no longer an experimental technology. It is rapidly becoming an essential production tool, enabling brands to create, adapt and scale imagery at a speed that was unimaginable just a few years ago.
To explore what this means for fashion, The ORB by The ORDRE Group partnered with Google and invited JOOR for an exclusive industry webinar, bringing together Google's AI experts and fashion technology leaders to discuss the future of image and video creation.
This page features two of the most talked-about moments from that discussion.
How The ORB is Working with Google to Transform Fashion Content Production
In this session, Simon P. Lock, CEO of The ORDRE Group, demonstrates how Google's latest AI technologies are already being applied to real production workflows for global fashion brands.
Rather than focusing on future possibilities, Simon showcases practical applications that are available today, including:
Converting CAD drawings into photorealistic product imagery
Creating multiple campaign-ready backgrounds from a single packshot
Generating 360° product content without traditional production
Producing ghost mannequin and pinned garment imagery from existing assets
Creating product videos directly from still photography
Swapping models across campaigns while maintaining product fidelity
Building styled looks from individual product imagery for wholesale and e-commerce
These examples demonstrate how AI is becoming a practical extension of existing studio workflows—helping brands produce more content, more efficiently, while maintaining creative quality ▶ Watch the video below
Google Reveals What's Next for AI in Fashion
In this exclusive presentation, Matthieu Blanc, Machine Learning Product Specialist at Google, shares Google's vision for the next generation of AI-powered content creation.
Matthieu introduces Google's latest multimodal AI capabilities and explains how future workflows will allow brands to generate and edit content using combinations of text, images, video and audio within a single creative process.
He also demonstrates how these technologies will enable brands to:
Create high-quality video from existing product photography
Generate consistent model and product swaps
Produce multiple content formats from a single creative asset
Develop virtual try-on experiences
Create immersive digital fashion experiences and virtual runways
Maintain brand consistency through high-quality product archives and creative direction
Perhaps the most important takeaway is that while AI capabilities are advancing rapidly, successful fashion content will continue to depend on high-quality product imagery, trusted data and expert creative oversight ▶ Watch the video below
Want the Complete Webinar?
These highlights are just two excerpts from a wider discussion featuring Google, JOOR and The ORB.
The full recording explores:
Google's latest AI image and video technologies
Live demonstrations of next-generation capabilities
Practical production workflows for fashion brands
AI transparency and product fidelity
The future of virtual showrooms and digital commerce
How leading brands can integrate AI into existing studio operations
If you're responsible for photography, creative operations, e-commerce content or digital production, the full session provides practical insights into how AI is already reshaping fashion content creation.
Request access to the complete webinar recording or speak with our team about how these technologies can be integrated into your existing production workflow; [email protected]