(NewsNation) — If you’ve ever struggled to bring your fashion vision to life, Google is aiming to make the process easier. The search engine has rolled out an artificial intelligence-powered tool to allow clothing shoppers to find the perfect fit without ever stepping into a dressing room.
Google Shopping’s new virtual try-on feature uses generative AI to give users a virtual fashion expert at their fingertips.
Shoppers can scroll through various model images and see how a clothing item looks on them — digitally and photorealistically. This tool works for tops, pants, dresses, shorts and more.
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Available in Google search results, the tool allows shoppers to visualize how items look on a range of models representing diverse sizes (XXS to 4XL), body shapes, ethnicities, skin tones and hair types.
AI will dress your selected clothing on a wide selection of models, so you can see how the clothes cling, stretch or wrinkle.
The feature is currently available on Android and iOS, but it’s limited to some brands, such as Anthropologie, Everlane, H&M and Loft.
While the initial launch only includes women’s clothing, a version for men is expected by the end of the year.
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Google said it is responding to shoppers’ needs for more realistic representation. According to a Google survey, 42% percent of online shoppers don’t feel represented by clothing models, and at least 59% aren’t satisfied with online shopping due to unmet expectations.
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Lilian Rincon, vice president of product for Google Shopping, said the tool offers a high level of detail, which is key for the customer experience.
“It supports everything from shadows to draping to minute details of that exact product that the merchant has on a model that represents you,” she said.
Google’s beauty feature rivals Sephora
The new feature positions Google as a strong competitor to other virtual shopping platforms, including those offered by Amazon, Instagram, Snapchat and Pinterest.
Additionally, Google’s beauty try-on tool, which launched in 2020, allows customers to try on cosmetics. It rivals those of big beauty brands like Sephora.
With over 45 billion products available via the search engine, Google could transform the online shopping experience for millions.
