Online shopping just got a futuristic upgrade, and it’s coming straight from Google. The tech giant is rolling out a fresh wave of AI-powered features to its shopping platform in the US, aiming to make discovering fashion, tracking prices, and scoring deals easier (and smarter) than ever. This comes just a month after launching its app Doppl, an AI-driven virtual fitting room that allows users to try on clothing using a digital version of themselves. While Google has experimented with virtual try-ons before, this is its most tailored and individualised effort to date.
At the heart of the latest update is an expanded virtual try-on feature for clothing, which now lets you see how certain outfits might look on you, using a full-body image. Initially launched in May for Search Labs users only, this AI-powered tool is now becoming widely available, and could be a total game-changer for fashion lovers wary of buying without trying.
“To get started, tap on any product listing across Google or any apparel product result on Google Images and tap the ‘try it on’ icon,” Google explained. “Upload a full-length photo of yourself and within moments you’ll see what you might look like wearing those gingham-print pants on the first day of class.”
In other words, shopping online might soon feel a lot more like stepping into a fitting room, without leaving your sofa. The system generates a visual of how the item fits your unique body shape, and you can flick through different styles you’ve tried on, save your favourites, or even share them with friends to get their verdict before you buy.
If the previews prove to be accurate over time, this could be a major leap forward in bridging the gap between online and in-store shopping.
Alongside the virtual makeover, Google is also refreshing its price-tracking tools, giving shoppers more control over how and when they’re notified about deals.
“Starting to roll out today, when US shoppers hit ‘track price’ to set an alert for a product, you can specify your preferred size and colour, as well as the price you want to pay,” the company said. “The Shopping Graph has products and prices from all across the web, so we’ll let you know when there’s an offer that meets your criteria.”
That means no more endlessly refreshing tabs or checking apps for that perfect price drop, Google will simply nudge you when your dream product hits your budget sweet spot.
In yet another upgrade, Google is enhancing its AI-powered text-based search features to help users discover items based on conversational queries. Whether you’re typing “chunky knit jumper for winter” or “flowy summer dress under $50,” Google’s updated system will work behind the scenes to match your words with suitable products more accurately than ever.
With these tools arriving just ahead of the busy sales season, shoppers in the US will likely find them especially useful as they hunt down both looks and bargains.
For now, these AI-powered features are rolling out exclusively to users in the United States, though wider international expansion is expected in the future. So while global users will have to wait a bit longer to play dress-up with AI, this sneak peek into the future of online retail is a clear signal of where e-commerce is headed.
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