Google has unveiled a new wave of AI-driven shopping features, debuting an AI-powered virtual try-on tool for clothing and teasing upcoming generative AI shopping experiences. These innovations mark a significant leap toward personalizing and streamlining the online shopping journey for millions of users.
At the centerpiece of Google’s announcement is a virtual try-on feature that lets shoppers see how clothes look on themselves directly from Google Search, Shopping, and Images. Users can upload a full-length photo, select the “try it on” icon beside an apparel item, and instantly view a realistic AI-generated preview of the garment on their own image.
Step 1: Browse apparel items in Google Search, Google Shopping, or Google Images.
Step 2: Tap the “try it on” icon for eligible products.
Step 3: Upload your full-length photo for a tailored virtual fitting.
Step 4: Instantly see how the chosen item looks on you, with the option to save, compare, or share results.
Google’s virtual try-on is built on a custom image-generation model trained to consider fabric draping, stretching, and fit on diverse body types. Generative AI creates realistic depictions of how clothes would appear in real life, making it easier for shoppers to evaluate style and fit remotely.
Google has also introduced enhanced price tracking alerts, allowing users to specify desired sizes, colors, and prices for automatic deal notifications. But the tech giant is looking further ahead with generative shopping tools planned for release later in 2025.
Personalized try-ons reduce sizing uncertainty and increase buying confidence, addressing one of the biggest barriers in online apparel. AI-powered inspiration and smarter search features help users discover new brands, trends, and deals tailored to their needs.
With AI try-on now accessible to shoppers and generative shopping tools on the horizon, Google is reshaping the future of online retail making fashion discovery, inspiration, and personalization smarter and more seamless than ever before.
