Google Shopping launches new AI try-on tool for fashion

By

Sandra Halliday

Published
Jun 15, 2023

This week has seen Google take a further step in artificial intelligence with it launching a new shopping feature showing the way clothes move on real human models to give shoppers a better view of what they’re potentially buying.

As part of a wider Google Shopping update, its new virtual try-on tool takes an image of an item of clothing and aims to show how it will look when being worn. That means generating imagery around the way it drapes, moves, folds, clings, stretches and so on. 

Unlike some developments, the models themselves aren’t AI-generated but the tech kicks in when it comes to showing the way the clothes perform on their bodies.

It’s all based on tech the search giant has developed in-house that ‘trained’ the model using images of people wearing garments in different poses. 

The company has used a range of models in widely different sizes from XXS-4XL, different body shapes and with different skin tones and hair types.

It’s only available in the US for now for women’s tops, and brands using it include Anthropologie, Everlane, H&M and LOFT. Shoppers will be able to use the feature via the new “Try On” badge on Google Search. 

Men’s tops and other clothing items will be added to the line-up later this year.

Google has cited research showing 42% of e-shoppers don’t feel represented by images of models while 59% are unhappy with something they’ve bought because it looked different on them than they expected.

Google is also adding filters to its Shopping offer to help users find cheaper alternatives to what they’re looking for, or perhaps the same type of item in another colour or print.

The company said: “Our new guided refinements can help US shoppers fine-tune products until you find the perfect piece. Thanks to machine learning and new visual matching algorithms, you can refine using inputs like color, style and pattern. And unlike shopping in a store, you’re not limited to one retailer: You’ll see options from stores across the web. You can find this feature, available for tops to start, right within product listings.”