Google has introduced a new AI-powered virtual try-on feature designed to enhance the online shopping experience for users. This tool utilizes generative AI to show users how clothes would look on a variety of real models. The AI algorithm can take a single image of clothing and accurately depict how it would drape, fold, cling, stretch, and form wrinkles and shadows on a diverse set of real models in various poses. The models represent a broad range of skin tones, body shapes, ethnicities, and hair types.

In addition to the virtual try-on, Google has introduced new filters designed to help users find exactly what they’re looking for. Using machine learning and new visual matching algorithms, users can refine their search with inputs like color, style, and pattern.

The new features are initially available in the U.S. for women’s tops from brands such as Anthropologie, Everlane, H&M, and LOFT. The technology is expected to scale to more brands and items over time, with men’s tops coming later in the year. Google plans to continue leveraging advanced technologies like AI to improve the online shopping experience and bolster customer confidence​¹​.