The Google AI shopping feature has just taken a giant leap forward with the launch of ‘Try It On’ — a generative AI tool that lets users virtually see how clothes look on real models before buying. As part of its ongoing push to revolutionize online shopping, Google’s new feature aims to bridge the gap between digital convenience and in-store experience.
How the Google AI Shopping Feature ‘Try It On’ Works
Google’s ‘Try It On’ lets users select apparel and instantly view how it would appear on a range of real human models with diverse body types, skin tones, and poses. The feature uses advanced generative AI to create realistic renderings of clothing, based on product images.
Key highlights:
- Realistic model visualization (not avatars or 3D CGI)
- Support for various body sizes and ethnicities
- Seamless integration into Google Shopping for mobile and desktop users
The move positions Google at the forefront of AI fashion try-on experiences, a space that’s becoming increasingly popular with Gen Z and millennial online shoppers.
Read the official announcement on Google’s Keyword Blog.
How It Works
- Users browse a product on Google Shopping (currently U.S.-based brands like H&M, Everlane, and Anthropologie).
- When available, a “Try It On” button appears.
- Clicking it reveals a lineup of real models wearing the outfit — rendered by AI to match natural lighting, texture, and fit.
- Users can scroll through models with different body types and visual preferences.
This tool removes the guesswork from online shopping and enhances decision-making before checkout.
Powered by Google’s Generative AI
Unlike filters or traditional “fit predictor” tools, Try It On leverages Google’s proprietary diffusion models, similar to those behind AI image generation.
This enables:
- Precise fabric rendering
- Adaptive clothing fit
- Photorealistic visuals that align with real-world looks
According to Google, this is just the beginning of Google Shopping AI tools — with future updates expected to include shoes, accessories, and even AR-based home decor previews.
Also read: Shopify’s New AI Product Description Generator
Why It Matters for the Future of E-Commerce
The virtual clothes fitting AI revolution is transforming how consumers engage with fashion:
- Reduces product returns caused by sizing/fit confusion
- Encourages confidence in buying from new brands
- Enhances inclusion by showing how garments look on a wide range of bodies
Retailers are also expected to benefit from better conversion rates and fewer returns, key metrics in online fashion.
What’s Next?
Currently available in the U.S. for women’s tops, Google plans to:
- Expand the feature to include men’s apparel and full outfits
- Onboard more international brands
- Introduce AI-generated styling suggestions and wardrobe pairings
It’s clear that Try It On Google is only the beginning of a larger evolution in how AI will personalize and power the future of digital shopping.
