Captured ~10% of total website traffic
Scales complex 3D visualizations instantly
Reduces AI hallucinations and boosts speed
Brings the in-store shopping experience online
Supports an infinite aisle of 50,000+ SKUs
RealTruck is revolutionizing the automotive aftermarket industry by launching an innovative Builder application with Agent Platform and Gemini models.
RealTruck is revolutionizing the automotive aftermarket industry by launching an innovative Builder application with Agent Platform and Gemini models.
Overcoming technical debt and data complexity
in the automotive aftermarket
RealTruck is a premier online automotive aftermarket retailer and manufacturer specializing in truck accessories, managing a large portfolio of more than two dozen manufacturing brands.
As the company evolved from a traditional "house of brands" into a unified, one-stop consumer destination, it faced big integration hurdles. RealTruck had unaligned infrastructure, systems, and data due to decades of managing independent brands. Compounding the integration challenges was the massive data complexity associated with automotive accessories. For instance, finding the right product for a brand of truck depends on the exact year, model, and other factors, resulting in millions of rows of data.
Standard industry configuration models like ACES and PIES forced customers through rigid, hard-to-complete questionnaires—demanding obscure technical details like engine size before showing compatible products. RealTruck wanted to completely improve the process and enable consumers to browse more easily while bypassing the slow load times of large engineering-grade 3D product assets that can stall native design applications. To deliver on the promise of exceptional, seamless customer experiences, RealTruck needed a solution that could instantly scale complex, multi-product visualizations on the web.
RealTruck Builder serves as a key differentiator for our platform. With this technology, we can solve the challenge at scale of getting the right accessories to fit on vehicles, showing consumers exactly how products will look in virtual and augmented reality so they can feel confident about their purchase.
Luke Coltrin
Ecommerce and Global Media Strategy Lead, RealTruck
Driving interactive 3D visualization and
intelligent customization with Gemini
To redefine the shopping journey, RealTruck built the "RealTruck Builder" app, a WebGL-based 3D ecommerce platform that runs like a high-performance video game directly in the browser. After experimenting with alternative AI vendors since 2022, RealTruck turned to Gemini Enterprise Agent Platform in 2026 to unlock true enterprise-grade intelligence.
“RealTruck Builder serves as a key differentiator for our platform,” says Luke Coltrin, Ecommerce and Global Media Strategy lead at RealTruck. “With this technology, we can solve the challenge at scale of getting the right accessories to fit on vehicles, showing consumers exactly how products will look in virtual and augmented reality so they can feel confident about their purchase.”
Backed by a strong internal DevOps and technology team, RealTruck quickly stood up an advanced AI architecture built on the Google Cloud ecosystem. They deployed a combination of Gemini 3.1 Pro and Gemini 3.1 Flash Lite to achieve the optimal blend of intelligence, cost-efficiency, and hyper-fast response times.
“RealTruck values our partnership with Google Cloud,” says Sid Millspaugh, VP of Technology at RealTruck. “Because of the extreme complexity of our data and our huge catalog of SKUs, Google provides the foundational technologies we need to create truly agile, bespoke solutions. The collaboration makes our platform the best place for consumers to shop.”
Architecturally, a static front end routes user requests to a Golang back end, which seamlessly hands off AI-related processes to Agent Platform for orchestration. Gemini 3.1 Pro handles intelligent pre-processing and complex model routing, while Gemini 3.1 Flash Lite serves as the fast customer-facing engine that provides real-time answers and product reranking.
Beneath this infrastructure sits a robust, offline Retrieval-Augmented Generation (RAG) data pipeline that ingests detailed compatibility trees, consumer reviews, and category manager insights. This allows RealTruck Builder's AI assistant to deeply understand product compatibility, helping shoppers instantly configure and visualize RealTruck’s entire stack of accessories—such as a specific truck bed cover, bed rack, and ski rack combined—in virtual 3D or true-to-scale augmented reality right in their own garages.
RealTruck values our partnership with Google Cloud. Because of the extreme complexity of our data and our huge catalog of SKUs, Google provides the foundational technologies we need to create truly agile, bespoke solutions. The collaboration makes our platform the best place for consumers to shop.
Sid Millspaugh
VP of Technology, RealTruck
Pushing the digital retail experience into
the future of connected commerce
By building directly on Google Cloud's advanced AI platform, RealTruck has achieved exceptional operational value, with RealTruck Builder now successfully capturing roughly 10% of total website traffic.
Rigorous internal and external user testing has yielded overwhelmingly positive feedback, demonstrating that the solution effectively recreates the high-touch consultative experience of a physical store. To ensure continuous customer trust in AI, RealTruck is refining the user experience. The team is implementing structured prompting paths and engineering automated handoffs to live customer support representatives when human expertise is needed.
Looking ahead, RealTruck's roadmap focuses on pioneering new frontiers in connected commerce. The company plans to integrate full voice functionality through Google Cloud's advanced conversational features, so customers can talk to RealTruck Builder as if they were speaking with a retail expert.
Performance is the number one priority for us because we are trying to recreate a helpful, physical in-store experience directly on the web. With Gemini on Agent Platform, Google Cloud provides the exceptional speed, reliability, and decreased hallucinations we need to bring this powerful AI capability to life.
Josh Eppinette
Leader of the RealTruck Builder Team
In addition, RealTruck aims to expand its proprietary technology beyond direct-to-consumer web channels and embed the platform into brick-and-mortar stores, starting with its first Flagship store in Rochester Hills, Michigan. By positioning RealTruck Builder AI as an in-store digital sales assistant, RealTruck will virtually showcase an infinite aisle of over 50,000 SKUs within a single product family without requiring physical shelf space.
"Performance is the number one priority for us because we are trying to recreate a helpful, physical in-store experience directly on the web. With Gemini on Agent Platform, Google Cloud provides the exceptional speed, reliability, and decreased hallucinations we need to bring this powerful AI capability to life," says Josh Eppinette, Leader of the RealTruck Builder Team.
RealTruck is America's leading truck accessory brand. It designs, builds, and delivers products for the builders, makers, and drivers who rely on their trucks every day—combining real-world functionality with thoughtful engineering.
Industries: Automotive, Retail
Location: United States
Products: Gemini, Gemini Enterprise Agent Platform
