Google Launches Virtual Try On Feature with Generative AI

Google has officially launched a new AI-powered feature that allows users to try on clothes using their full-body photos virtually. This exciting addition is part of Google’s continued effort to enhance the online shopping experience by making it more interactive, personalised, and convenient.

Starting today, shoppers in the United States can access the feature across Google Search, Google Shopping, and product listings on Google Images. This move signals a clear shift toward using artificial intelligence to reshape how we shop online, aiming to reduce uncertainty and increase buyer confidence.

How It Works:

Using the virtual try-on tool is simple. When users browse clothing items, they will now see a “try it on” icon next to eligible products. By tapping the icon and uploading a full-length photo of themselves, shoppers will be able to view how the clothing would look on their own body. They can even save their favourite outfits or share them with friends.

While Google has previously used virtual models of different body types, this is the first time the technology is being applied to individual user photos, making the experience more personal and realistic.

Powered by Generative AI:

The virtual try-on feature uses generative AI to create accurate visual representations of clothing on a user’s body. This same technology powers Doppl, Google’s experimental app that was launched last month. Doppl lets users go deeper into outfit exploration by creating AI-generated videos that simulate movement, helping users see how an outfit might look in real life.

According to Google, both tools use the same underlying AI engine, but Doppl is built for more in-depth personal style curation. It gives users more options to experiment and develop outfits virtually, pushing the limits of what online fashion tech can do.

Smarter Price Alerts:

Aside from the try-on tool, Google is also rolling out more intelligent price alerts. Now, users can set alerts not just for when an item is on sale, but also for specific sizes, colours, and price ranges. This upgrade means shoppers can stay on top of deals without having to keep checking manually.

Danielle Buckley, Google’s Director of Consumer Shopping, explained that with the Shopping Graph collecting products and prices from across the web, Google will notify users as soon as a deal matches their criteria. This update adds a much-needed layer of customisation, giving users more control over their shopping preferences and budgets.

What’s Coming Next:

Google also teased another upcoming feature, expected to launch this fall. It will allow users to search for style and design inspiration, whether they’re looking for outfit ideas for a garden party or home décor suggestions for a bedroom makeover.

This tool will use vision match technology to generate design ideas and suggest products directly from Google’s Shopping Graph, which includes over $50 billion in items. These users will be able to search more naturally and creatively using visual prompts instead of keywords.

A Step Forward for Google Shopping: 

With these updates, Google is positioning itself as a leader in AI-powered retail experiences. The virtual try on feature marks a significant advancement in helping users make confident fashion choices from the comfort of their homes.

By combining AI, real-time product data and user personalization, Google is setting a new standard for how we shop online. The integration of tools like Doppl, personalized price alerts and generative design searches shows that Google is thinking beyond basic e-commerce. It is creating an immersive shopping ecosystem where users can explore, visualize and decide all in one place as more people embrace digital shopping, these innovations are likely to become the new normal.