At the 2025 Google I/O developer conference, Google unveiled a suite of AI-powered shopping tools designed to transform the online retail experience. Among these innovations are a personalized virtual try-on feature and an “agentic checkout” system, both integrated directly into Google Search.
Personalized Virtual Try-On: See Clothes on Yourself
Google’s new virtual try-on feature allows users to visualize how clothing items would look on their own bodies. By uploading a full-length photo, the AI model—trained specifically for fashion—renders a realistic image of the user wearing the selected garment. This model accounts for various fabric behaviors, such as how materials fold, stretch, and drape on different body types. As Vidhya Srinivasan, Google’s Vice President of Advertising and Commerce, stated, “Our try-on experience works with your photo. It’s not some pre-captured image or a model that doesn’t look like you” .
The feature is currently available through Google Search Labs in the U.S., supporting items like shirts, pants, dresses, and skirts. Users can save and share these images, facilitating more informed purchasing decisions.
Agentic Checkout: AI-Powered Purchasing Assistant
Complementing the virtual try-on is Google’s “agentic checkout” system. This AI-driven feature enables users to set preferences for size, color, and price. Google then monitors these parameters, and once the desired conditions are met, it can automatically complete the purchase using Google Pay, upon user confirmation. This streamlines the shopping process, reducing the need for constant manual checks and facilitating timely purchases .
Integration with Gemini-Powered AI Mode
These shopping enhancements are part of Google’s broader integration of AI into its services, notably through the Gemini-powered AI Mode. This mode offers a conversational search experience, allowing users to describe specific needs—such as seeking a waterproof travel bag for a trip—and receive tailored recommendations. The AI considers various factors, including weather conditions and personal preferences, to provide optimized product suggestions .
Implications for Online Shopping
Google’s advancements aim to address common challenges in online shopping, such as uncertainty about fit and the inconvenience of monitoring prices. By leveraging AI to provide personalized visualizations and automate purchasing processes, Google enhances user confidence and convenience in online retail. These features not only improve the shopping experience for consumers but also present opportunities for retailers to reduce return rates and increase customer satisfaction.
As these features continue to roll out, they signify a shift towards more interactive and intelligent online shopping experiences, positioning Google at the forefront of AI-driven retail innovation.
