Google Unveils AI-Powered Shopping Tools with Virtual Try-Ons
At the 2025 Google I/O Conference, the tech giant unveiled groundbreaking AI shopping innovations set to transform online retail. These tools leverage Gemini technology and Google's Shopping Graph to provide access to over 50 billion products through enhanced visual interfaces.
The centerpiece is a virtual try-on system that allows shoppers to upload photos and see how clothing fits from multiple retailers including Anthropologie, Everlane, H&M, and LOFT. "We're making shopping more intuitive," a Google representative explained. "When you describe needing 'a cute travel bag,' our AI understands you want visual inspiration and curates matching products."
Beyond visualization, Google introduced an AI-powered checkout assistant. This feature tracks price fluctuations in real-time and offers a "Buy It For Me" option that completes purchases through Google Pay with user authorization. The service will roll out across U.S. markets in coming months.
Retail analysts highlight how these tools mark an industry shift toward hyper-personalized commerce. "AI-driven visual search and automatic checkout demonstrate that personalization is becoming essential," noted retail expert Bohdan Homchik. He emphasized that retailers must treat product data as a core asset rather than just backend analytics.
The update follows Google's March pilot in Search Labs, now expanding nationwide. As consumers increasingly expect tailored experiences, competitors face pressure to match these AI capabilities. Retailers will need structured product data and real-time systems to remain competitive in this evolving landscape.
Key Points
- Google's new virtual try-on feature uses uploaded photos to simulate clothing fits from major retailers
- The "Buy It For Me" AI assistant automates checkout using price tracking and Google Pay
- Integration with Gemini technology provides personalized product recommendations
- Experts warn retailers must prioritize data quality to compete in AI-driven commerce
- Full U.S. rollout begins after successful Search Labs testing phase