Google has unveiled a groundbreaking virtual try-on feature that revolutionises online clothes shopping. Launched on May 20, 2025, through Google Search Labs in the United States, this innovative technology enables shoppers to visualise clothing items on their own photos, marking a significant advancement in personalised shopping experiences.
The new capability integrates with Google’s comprehensive AI Mode for shopping, powered by Gemini AI and the extensive Shopping Graph. This sophisticated system manages over 50 billion product listings from retailers worldwide, offering users an unprecedented level of interaction with potential purchases.
At the heart of this technology lies a sophisticated understanding of fabric behaviour. The system accurately simulates how different materials fold, stretch, and drape across various body types. Users can access this feature by opting in through Search Labs, uploading a full-length photo of themselves in fitted clothing, and selecting the “try it on” button on compatible product listings.
According to Lilian Rincon, Google’s vice president of consumer shopping products, the platform processes more than a billion shopping interactions daily across Google properties. The Shopping Graph maintains real-time accuracy by refreshing over two billion product listings hourly, ensuring customers have access to current pricing, reviews, and availability information.
This latest iteration represents a significant improvement over Google’s previous virtual try-on system, which relied on pre-selected body types. The new personalised approach addresses one of online shopping’s primary challenges: uncertainty about fit and style. Customers can now visualise clothes on their actual body shape, sharing virtual outfits with friends and exploring similar styles within the platform.
Beyond the virtual fitting room, Google is introducing enhanced AI shopping assistant features. A price tracking system alerts users when items reach their desired price point, while an upcoming “buy for me” function promises to streamline the purchasing process through automated Google Pay checkout.
The technology positions Google at the forefront of AI-enhanced retail innovation, alongside emerging companies specialising in virtual try-on solutions. This development signals a broader industry shift towards more immersive and personalised shopping experiences.
For consumers, this advancement means more confident online shopping decisions through realistic previews of how clothes will actually look on their bodies. As Google continues expanding these features, the technology promises to transform how people discover and purchase fashion online.
News Source: https://blog.google/products/shopping/how-to-use-google-shopping-try-it-on/
