Google announced on Thursday the official rollout of its new AI-driven virtual try-on feature, which allows users to see how clothes look on their own body using a full-body photo. The feature, now live in the U.S., integrates directly into Google Search, Shopping, and product results on Google Images.
To use the virtual try-on tool, users simply select a product listing that supports the feature, tap the “try it on” icon, and upload a full-length image of themselves. The AI then generates a visualization of how the clothing item would appear on their unique body type. Users can save the virtual outfits and share them with others.
Unlike previous tools that displayed clothing on a variety of preset models, this new tool brings a more individualized experience by simulating how items would fit and look on the actual shopper. It represents a leap forward in Google’s approach to online apparel shopping.
The launch comes as part of a broader strategy by Google to enhance e-commerce experiences through generative AI. The company is also rolling out upgraded price alerts and preparing to debut a feature this fall that will offer outfit and interior design inspiration. Users will be able to search for ideas—like outfits for a garden party or design suggestions for a bedroom—and Google’s vision match technology will generate results from its 50 billion-product Shopping Graph.
Google also introduced Doppl, an experimental app designed for deeper fashion exploration. While both Doppl and the new try-on tool rely on the same generative AI, Doppl adds more advanced features like AI-generated videos to preview movement and style.
Danielle Buckley, Director of Consumer Shopping at Google, emphasized in a blog post that the new price alert system will help users monitor discounts more efficiently. “No more constantly checking to see if that bag you’re eyeing is finally at the right price,” she wrote.
