At the Google I/O 2025 conference, Google unveiled a groundbreaking enhancement to its online shopping experience: a virtual try-on feature powered by advanced generative AI. This innovative tool allows users to visualize how clothing items would look on their own bodies, addressing a long-standing challenge in online apparel shopping.
Personalized Virtual Try-On Experience
The new virtual try-on feature enables users to upload a full-length photo of themselves. Google's AI then overlays selected garments—such as shirts, pants, dresses, and skirts—onto the user's image, accurately depicting how the clothing would drape, stretch, and fit on their unique body shape and pose. This is achieved through a custom diffusion model that understands the human form and fabric behavior, providing a realistic representation of the attire.
Previously, Google's virtual try-on technology allowed users to see clothes on a diverse range of models. The latest update takes this a step further by offering a personalized experience, helping users make more informed purchasing decisions.
Integration with AI Mode and Shopping Graph
This feature is part of Google's broader AI Mode shopping experience, which combines the capabilities of Google's Gemini AI with the extensive Shopping Graph. The Shopping Graph encompasses over 50 billion product listings, providing users with detailed information such as reviews, prices, and availability from various retailers. AI Mode assists users in refining their searches based on specific needs, offering tailored recommendations and visual inspiration.
Streamlined Purchasing with Agentic Checkout
To complement the virtual try-on experience, Google introduced an "agentic" checkout feature. Users can set price alerts for desired products, and when the price meets their specified criteria, Google can automatically complete the purchase on their behalf using Google Pay. This automation simplifies the buying process, ensuring users don't miss out on deals.
Availability and Future Outlook
Currently, the virtual try-on feature is available to users in the U.S. through Google Search Labs. By tapping the "try it on" icon on product listings, users can access this functionality. While the feature is in its experimental phase, Google plans to expand its availability and refine its capabilities based on user feedback.
This advancement signifies a significant step towards more interactive and personalized online shopping experiences, leveraging AI to bridge the gap between digital and physical retail.
