Google Debuts AI-Powered Virtual Try-on Tool

Google has added generative artificial intelligence (AI) to its shopping feature with a new virtual try-on tool.

This new product, announced Wednesday (June 14), comes as AI increasingly becomes part of the shopping experience. In this case, it means offering consumers the same assurances they get when buying clothing in stores that they’re buying clothes that fit.

“You should feel just as confident shopping for clothes online,” Google said in the announcement, posted on its blog. “So today we’re introducing two new features that bring this fitting room experience to you: Virtual try-on for apparel uses generative AI to show you clothes on a wide selection of real models, while new filters help you find exactly what you’re looking for.”

The tool lets U.S. shoppers virtually try on women’s tops from brands that include Anthropologie, Everlane, H&M and LOFT by tapping products with the “Try On” badge during their searches, according to the announcement.

The technology can work in tandem with Google’s Shopping Graph — a data set of products and sellers — scaling to include more brands and items over time, the announcement said.

Google’s AI offering could give it an edge over other sites, such as Amazon and TikTok, which tend to attract younger shoppers.

This product launch follows Google’s debut last month of a tool called Product Studio, designed to streamline the creation of unique product imagery for merchants by using generative AI.

AI lets brands craft personalized shopping experiences for consumers.

“This approach not only enhances customer purchase intent but also reduces the likelihood of returns,” PYMNTS wrote last month. “AI enables various capabilities such as personalized product recommendations, virtual try-ons, chatbots for customer service and predictive analytics for inventory management.”

Even as Google debuts AI-powered products and services, the company insists it wants to be careful in its approach to the technology.

“We’ve been cautious,” CEO Sundar said Monday (June 12). “There are areas where we’ve chosen not to be the first to put a product out. We’ve set up good structures around responsible AI. You will continue to see us take our time.”

Nonetheless, he acknowledged the recent explosion in AI’s popularity, with both Google and rival Microsoft investing heavily in the technology.

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