Google's latest shopping feature makes Cher Horowitz’s computerized closet a reality. The Watch Married Woman Who Can’t Say No Onlinenew virtual try-on tool within its "AI Mode" search option lets users see how outfits look on photos of themselves.
Announced during the opening keynote at Google I/O 2025 on Tuesday, the tool uses a new custom image-generation model to place clothing pictured in online product listings onto a full-length shot provided by the user. Per a company blog post, the model "understands the human body and nuances of clothing — like how different materials fold, stretch and drape on different bodies." According to Google, it will also be able to accommodate different poses.
Google introduced a similar virtual try-on tool for Search back in 2023, but it relied on pre-picked photos of various models.
U.S. users who have joined Google's Search Labs testing platform will be able to use the try-on tool starting today. Those who have opted in will see a "try it on" icon overlaid on Google product listings for shirts, pants, skirts, and dresses. After tapping the icon, Google will have you upload a well-lit, full-body picture of yourself. (A how-to page says the tool works best if you're wearing fitted clothing in the picture.) Google's AI will then use you as a virtual mannequin of sorts.
Google says it will roll out additional AI shopping features in the coming months, including a personalized "Shopping Graph" of product inspiration and an agentic checkout feature that can help users track deals within their budget.
Topics Artificial Intelligence Google
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