Google unveils AI-driven shopping with virtual try-on feature

Google has introduced a new shopping experience in AI Mode, featuring enhanced visual inspiration, smart guidance, reliable product information, a virtual dressing room, and updated checkout tools for users in the United States.

The AI Mode shopping experience integrates the company's Gemini AI capabilities with its Shopping Graph, designed to help consumers not only browse for inspiration but also consider different factors and filter down options. The Shopping Graph now holds over 50 billion product listings from global retailers and local shops, offering details such as reviews, colours, prices, and availability. According to Google, the listings are refreshed every hour, with over 2 billion updates to product data each hour, aiming to present shoppers with current and trustworthy information.

When shoppers use AI Mode to look for products, such as a travel bag, the AI responds by displaying a selection of images and product listings tailored to individual preferences. If the user wants to refine the search further, for instance by specifying bags suitable for a trip to Portland, Oregon in May, the AI initiates a "query fan-out." This process involves conducting multiple simultaneous searches to determine the features necessary for bags suitable for rainy weather and extended travel, resulting in recommendations for waterproof bags with accessible pockets. The shopping interface updates dynamically, allowing users to discover new brands and pinpoint specific items more easily.

The release states that these shopping enhancements in AI Mode will be available to users in the U.S. in the coming months.

Google has also unveiled a new "agentic checkout" process. When shoppers are ready to purchase, they can select "track price" on a product listing, set their preferred size and colour, and specify the price they are willing to pay. Should the item's price fall within the chosen range, the shopper is notified. If they decide to complete the purchase, they confirm the details and select "buy for me." The technology then adds the item to their cart on the retailer's site and handles the transaction via Google Pay without further manual input. This checkout feature will be introduced to U.S. product listings in the near future.

Addressing the challenges many people face when shopping for clothes online, Google has announced upgrades to its virtual try-on technology. Shoppers will now have the ability to virtually try on billions of apparel listings using a photo of themselves. This service employs a new image generation model developed expressly for fashion. The model interprets human body shapes and understands how different fabrics behave on various bodies, including details like how materials fold, stretch, and drape. Google states that the technology maintains these nuances when garments are visualised on different poses in user photos, allowing a more personalised fitting experience.

The virtual try-on feature is now available as an experiment in Search Labs in the United States. Users searching for shirts, trousers, skirts, and dresses on Google can tap the "try it on" icon on product listings. After uploading a full-length photograph, users receive an image within moments showing how that particular item would look on them. The feature also allows saving the created images or sharing them with friends for feedback before making a purchasing decision.

The company outlined, "Our virtual try-on technology has led the way in helping shoppers imagine how clothes look on different body types. Now you can virtually try billions of apparel listings on yourself, just by uploading a photo."

Google clarified that the scale of this technology is the first of its kind, powered by a "custom image generation model for fashion, which understands the human body and nuances of clothing — like how different materials fold, stretch and drape on different bodies. It preserves these subtleties when applied to poses in your photos. The result is a try-on experience that works with photos of you."

"When you're shopping for shirts, pants, skirts and dresses on Google, simply tap the 'try it on' icon on product listings. From there you can upload a full-length photo of yourself – and within moments, you'll see how that wedding-season maxi dress or playful shirt for your next vacation looks on you. Not quite ready to commit and need a second opinion? You can easily save the looks or share with friends," the company stated.

Melvin Hipolito, Editor at TechDay, commented, "It's been incredible to see how AI is taking us into a new phase of shopping in Search, where you can truly ask — and shop for — anything."