New Google feature lets shoppers see themselves in outfits before buying them

Google‘s new AI-powered “try it on” feature transforms online clothes shopping by creating realistic visualizations of how garments would look on users. This virtual fitting room technology addresses a crucial pain point in e-commerce by reducing the uncertainty of online purchases while potentially decreasing costly returns for retailers. The feature represents a significant advancement in making digital shopping more personalized and confidence-inspiring for consumers.

How it works: Google’s AI shopping feature allows users to virtually try on clothing items through Google Search Labs by uploading a full-length photo of themselves.

• After enabling the feature in Google Search Labs, users can browse clothing in the Google Shopping tab and click a “try it on” button to see themselves wearing the selected outfit in about ten seconds.
• The underlying AI model is trained to understand relationships between body types and clothing, realistically rendering how fabrics drape, stretch, and bunch across diverse physiques.
• The technology currently works for shirts, pants, dresses, skirts, shorts, jackets, and coats, though participating retailers must opt into the program.

The technology’s capabilities: The AI demonstrates impressive attention to detail when generating the virtual try-on images.

• The system intelligently adapts footwear to match the user’s stance and size, even when the original photo features completely different shoes.
• When transforming outfits, the AI properly renders exposed skin on arms and legs that might be covered in the original photo, creating a more realistic visualization.
• Despite some visual imperfections, the technology effectively functions as a digital version of holding clothes up to yourself in a mirror, particularly useful for bold or unusual styles.

Why this matters: Virtual try-on technology addresses significant pain points in online retail while potentially opening new avenues for AI-powered shopping experiences.

• Returns represent a major cost center for online retailers and create substantial packaging waste and environmental impact.
• The technology could significantly reduce return rates by giving shoppers more confidence in their purchases before ordering.
• This feature may evolve into more personalized AI styling services that provide virtual “fit checks” and fashion recommendations tailored to individual users.

The bigger picture: Google’s implementation likely signals the beginning of widespread adoption of virtual try-on technology across the e-commerce landscape.

• Competing AI developers and online retailers will likely race to create similar or enhanced versions of this capability.
• The technology makes online shopping more accessible for consumers hesitant to try bold fashion choices in physical stores.
• As these systems improve, they could eventually bridge the confidence gap between online and in-store shopping experiences.