Google Unveils AI-Powered Virtual Try-On for Clothes, Previews Generative Shopping Tools

Google is giving online shopping a futuristic makeover. With the launch of new AI-powered features, users in the United States can now virtually try on clothes, track prices more effectively, and discover products through conversational search. These upgrades aim to make fashion discovery smarter, faster, and far more personal.

Virtual Try-On: A New Era of Online Fashion Shopping

The centerpiece of Google’s latest update is its enhanced virtual try-on (VTO) tool for clothing. Initially launched in May for Search Labs users, the feature is now rolling out more broadly across the U.S. It allows shoppers to upload a full-length image of themselves and see how different outfits might fit their own body type.

Whether it's a back-to-school look or a party outfit, the AI-generated preview shows users how a product drapes, fits, and looks—making online shopping feel more like visiting a physical fitting room.

To use the tool, simply tap the “Try it on” icon on a Google product listing or Google Images apparel result, upload your full-body photo, and let AI do the magic.

Doppl: Google’s AI-Driven Virtual Fitting Room

The virtual try-on tool builds on the success of Doppl, a newly launched app that uses generative AI to create a digital twin of the user. Doppl enables users to try out clothing virtually by mirroring how it might look and fit on their own figure. It’s Google’s most personalized virtual fitting experience so far and aligns with the company’s broader push into generative AI for retail.

Save, Share, and Compare Outfits with Ease

The new AI shopping tool isn't just about trying clothes. Shoppers can now scroll through various outfit previews, save their favorite looks, or share them with friends for opinions—streamlining decision-making during fashion purchases. It’s a social-meets-shopping experience designed to cut down on purchase hesitancy and reduce product returns.

Smarter Price Tracking with Size and Color Alerts

Alongside the visual enhancements, Google is rolling out improved price tracking features. Shoppers can now set price drop alerts by selecting their preferred size, color, and even target price. Once the criteria are set, Google’s Shopping Graph will monitor product listings across the web and alert users when a deal meets their expectations.

This eliminates the need to manually refresh tabs or endlessly scan online stores. Instead, Google does the legwork and sends you an alert when your perfect item hits the price sweet spot.

AI Search That Understands Real-Life Queries

Another standout upgrade is Google’s AI-enhanced text-based search feature. This tool understands conversational queries like “chunky knit jumper for winter” or “flowy summer dress under $50” and serves up highly relevant shopping results.

By combining natural language processing and real-time inventory, Google’s search tool offers a more intuitive shopping journey that aligns with how people naturally browse and buy.

Timed Perfectly for Sale Season

With the holiday and back-to-school shopping season just around the corner, these AI upgrades come at a strategic moment. They offer added convenience, personalization, and control—features online shoppers increasingly expect.

U.S. Rollout First, Global Expansion Coming Soon

Currently, all the AI-powered shopping tools are available only to users in the United States. However, Google is expected to expand these features globally in the near future, offering a glimpse into the future of e-commerce for the rest of the world.