Google Cloud recently announced a new collaboration with H&M Group, a global fashion retailer. With this alliance, the Swedish multinational will focus on improving its customer experience and supply chain by utilizing Google Cloud’s extensive data analytics and secure, sustainable global infrastructure.

Eva Fors, Managing Director of Google Cloud Nordic Region, said, “We’re delighted to announce this partnership, and look forward to working with H&M Group to create new and exciting customer experiences, whether that’s in-store or online. We admire H&M Group’s commitment to innovation and are excited to move forward in our journey together.”

As part of the partnership, Google Cloud will collaborate with H&M Group to build an enterprise data backbone that includes a core data platform, data products, and advanced artificial intelligence (AI) and machine learning (ML) capabilities. The company will also establish a new data mesh to make all types of data and events accessible from multiple sources, such as in-store, online, its brand ecosystem, and its suppliers.

Alan Boehme, Chief Technology Officer, H&M Group, said, “H&M Group has a long history of innovation across all our brands and always wants to build meaningful relationships with our customers. We are now further accelerating digitalization as we believe in sustainable growth powered by advanced analytics and tech. Therefore, I’m happy to announce we’ve found a provider who matches our needs.”

As the partnership evolves, the result will be increased optimization of internal supply chains, as well as the creation of next-generation customer experiences across multiple sales channels, from physical stores to ecommerce. Additionally, this partnership will enable H&M Group to further develop its data science and AI capabilities.