Forget the dressing room, Google adds AI-generated clothing images and virtual try-on to shopping search

Google is launching two new AI-powered shopping features this fall: an AI Mode that generates synthetic clothing and decor images to help users find real products, and a virtual try-on tool that shows how clothes look on users’ uploaded photos. These features represent Google’s push to inject more generative AI into its Search shopping experience, potentially offering a more personalized and visually-driven approach to online retail discovery.

What you should know: The AI Mode shopping feature will create synthetic images based on user descriptions to guide product recommendations more effectively than text-based searches alone.
• Users searching for “a green flowy dress for a garden party” will see AI-generated images of fake dresses in various styles, helping them identify the closest match to their vision.
• Google will then display real listings for visually similar dresses available in online stores.
• The feature launches this fall in the US as part of AI Mode.

How the virtual try-on works: Google’s new tool allows shoppers to see clothing on themselves by uploading a full-length body photo.
• Users can access the feature by tapping on clothing product results in Search, Shopping, or Google Images, then selecting the “try it on” icon.
• Google’s AI processes the uploaded photo and shows users what they might look like wearing the selected apparel.
• The tool is rolling out now in the US across Search, Google Shopping, and Google Images after previously being tested in Search Labs.

Why this matters: Google’s approach addresses a key limitation of existing visual shopping inspiration platforms like Pinterest, which show AI-generated images without connecting users to purchasable products.
• The virtual try-on feature offers a more personalized shopping experience than seeing clothes modeled on other people.
• However, the AI-generated inspiration images may disappoint users who fall in love with synthetic designs that don’t have exact real-world matches.

The competitive landscape: This move positions Google to compete more directly with visual shopping platforms and social commerce features from companies like Pinterest and Instagram.
• The integration across Google’s search ecosystem—including Search, Shopping, and Images—gives the tech giant significant distribution advantages.
• By combining AI generation with actual product listings, Google is creating a bridge between inspiration and purchase that existing platforms haven’t fully solved.