Google Launches New AI-Powered Virtual Try-On and Shopping Features

Google is expanding its suite of shopping tools with the official rollout of a new AI-powered virtual try-on feature, updated price alerts, and a preview of a generative imagery tool set to launch this fall as reported by Tech Crunch. The updates aim to streamline the online shopping experience by offering more personalized and interactive features directly through Google Search and Shopping.

Virtual Try-On Now Available in the U.S.

The newly launched virtual try-on (VTO) tool allows users to upload a full-length photo of themselves to see how a clothing item might look on their own body. Available now across Google Search, Shopping, and product results in Google Images, the tool marks a significant evolution from Google’s previous AI-powered modeling feature, which displayed outfits on a diverse selection of model types.

To use the feature, shoppers can tap on a clothing product listing and select the “try it on” icon. After uploading a photo, users receive a visual of how the item might fit and appear on them. The images can be saved or shared, adding a social element to the virtual fitting room experience.

The feature builds on testing that began two months ago and reflects Google’s continued investment in personalized shopping tools.

Smarter Price Alerts for Budget-Conscious Shoppers

Alongside the VTO launch, Google is also introducing upgraded price alerts. Starting today, U.S. users can set detailed alerts that not only monitor price changes but also allow them to specify the exact price they are willing to pay. Shoppers can further refine alerts by selecting their preferred size and color for specific products.

This enhancement aims to help users better track discounts and price fluctuations across Google’s massive Shopping Graph, which includes more than 50 billion product listings.

Generative AI Shopping Features Coming This Fall

Looking ahead, Google is teasing a new generative AI tool designed to provide inspiration for outfits and room decor. Slated for release in the fall, this feature will allow users to search for concepts—such as a “green flowy dress for a garden party” or “cozy bedroom design”—and receive AI-generated visual results along with matching shoppable products.

Powered by Google’s vision match technology, the tool will generate a wide range of visuals and draw from the Shopping Graph to surface related product listings that match the inspiration.

A Growing Focus on AI-Driven Shopping Experiences

These new and upcoming tools underscore Google’s strategic push into AI-enhanced e-commerce. The company recently introduced “Doppl,” an experimental app that uses AI to help users visualize different outfit combinations on their own virtual likeness.

As online retail continues to evolve, Google’s latest updates aim to reduce the uncertainty of buying apparel online while offering users more control and creativity throughout the shopping process.

For now, the virtual try-on and price alert features are available to users in the United States, with further expansion and new capabilities expected in the coming months.