Google has rolled out its AI-powered ‘Virtual Apparel Try On’ feature in the UK, which lets users virtually try on outfits before purchasing them.
The tool is powered by Google’s custom AI model for fashion, and lets users virtually try on tops, bottoms, dresses, jackets and shoes – all through uploading an image of themselves.
The feature is new to the UK and India, appearing for the first time on apparel product listings across Google.
Google said the AI tool has been developed to take everything into account from how a garment will fall on a person’s body, to the way it fits their body shape.
The tool also aims to bring a clothing store fitting room experience to users, letting them share the images with their friends.
The Rise of AI Shopping Features
This holiday season has ushered in shopping-related features from major tech companies, as consumers gear up for Christmas shopping.
OpenAI rolled out a feature for shopping research in ChatGPT which aims to guide users through their budget and style needs.
Perplexity launched Instant Buy, a feature which allows users to purchase directly from the Perplexity search engine. The feature integrates PayPal’s agentic commerce services, letting users browse online catalogs for brands like Abercrombie & Fitch, Ashley Furniture, and Fabletics.
AI chatbot users aren’t purchasing through the platforms en masse just yet, but these shifts signal that this will take place sooner than we might realise – making optimisation for AI even more important for brands.
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