Google is transforming e-commerce with a collection of AI-powered innovations that revolve around hyper-personalisation. The tech giant is now testing a feature that allows users to virtually try on clothes with their full-body photos—beyond try-ons based on models to give a personalised visual experience.
Rolling out now through Search Labs in the US, the new function allows users to choose the ‘try it on’ option alongside items of clothing such as tops, dresses, pants, and skirts in Google Search. After a photo of an item has been scanned, Google AI creates an image of what the garment would look like on the user and can be saved or shared. The system is based on a sophisticated model that is sensitive to body shapes and the way fabrics drape—tracing folds, stretch, and draping on different silhouettes.
Aside from this, Google is expanding AI Mode, its Gemini-powered search experience that launched earlier this year, further. Now, you can also shop from conversational searches. Ask for a travel case for a visit to rainy Portland, Oregon, in May, and AI Mode won’t simply process your intent—it’ll even automatically pull up weather-related suggestions like water-resistant materials and additional storage. The system does real-time parallel searches to dynamically refine recommendations.
Another innovation in the works: a smart checkout aide. Soon, American shoppers monitoring prices on individual items will be able to pre-define size, colour, and price range preferences. When a price match is located, a ‘buy for me’ feature will allow Google to finalise the purchase on the merchant’s website using Google Pay, with no human intervention. Together, these technologies mark a tremendous leap in the integration of AI in e-commerce.
