Google launches AI shopping mode with virtual try-on and automated checkout

Google is expanding its shopping experience with a new AI Mode that introduces virtual try-on and automated purchasing features. Building on the previous version launched in June 2023, which only showed clothes on preset AI models, users can now upload a full-body photo to see how items would look on themselves through AI-generated images. Users can save and share these realistic previews, which are made possible by an AI model that accounts for fabric folds, stretches, and how different materials drape on each body type. Virtual try-on supports several categories, including pants, shirts, dresses, and skirts for now.

The new mode is accessible within the United States as part of Google’s experimental Search Labs, requiring users to opt in. To initiate a try-on, users simply tap the "try it on" button within search results. Google's enhanced AI Mode also lets users describe specific shopping needs and then generates personalized product panels and conducts parallel searches, factoring in details such as waterproofing and storage capacity to match preferences.

There's also a new "agentic" checkout on the way that lets users set preferences like price, size, and color, then have Google securely complete the purchase through Google Wallet. It includes price tracking with alerts when items drop to the user's preferred range.