Google has unveiled new AI-driven shopping features at its user conference, focusing on personalized experiences. These innovations, showcased at Google I/O 2025, aim to enhance online shopping through AI-powered tools.
A key highlight is the updated virtual try-on feature. Utilizing a new AI model trained on fashion, users can upload a full-body image to see how clothes look on themselves. This model accurately simulates fabric drape and movement, offering a realistic preview. The "try on" experiment is rolling out in Search Labs in the U.S. starting today.
The 'agentic checkout' feature is designed to streamline purchases. Users can track prices, set preferences, and authorize Google to complete purchases via Google Pay when the price drops. Additionally, Google Search now provides AI-generated answers to fashion queries, offering advice on outfit coordination and accessory selection, with direct links to relevant products. These features will be rolling out in the coming months to product listings in the U.S.