Google Launches Virtual Try-On Feature Powered by AI
Google is stepping deeper into the fashion-tech space with its latest rollout an AI-powered virtual try-on feature that lets users see how clothes might look on their own bodies before making a purchase.
The feature officially launched in the U.S. on Thursday, following two months of quiet testing. It’s now available across Google Search, Shopping, and even in product results on Google Images. To try it out, shoppers simply tap the “try it on” icon on an apparel listing and upload a full-body photo of themselves. The AI does the rest—showing a personalized visual of how the outfit would look.
Unlike previous tools that only modeled clothes on a range of preset body types, this new version is about giving users a more tailored experience. You see it on you—not a model that kinda, sorta looks like you.
But Google isn’t stopping there.
In the same breath, the company introduced smarter price alerts, allowing shoppers to set not just item preferences but also price points. Want that coat only if it drops below $120? Done. Google will track it for you and send an alert if it hits your budget. This update makes the Shopping Graph more responsive to individual needs, pulling data from across the web.
And coming soon just in time for fall Google plans to roll out another experimental feature. This one taps into generative AI to help users explore curated outfits and interior design ideas. Whether you’re hunting for the perfect green dress for a garden party or trying to revamp your bedroom, the AI will generate visual suggestions backed by over 50 billion products indexed in Google’s Shopping Graph.
All of this follows the quiet launch of Doppl, Google’s experimental app that gives users a more immersive way to experiment with outfit ideas using AI-generated images and even videos. It’s a deeper dive into styling and personal expression—part of Google’s larger vision to make online shopping more visual, intuitive, and tailored.
Danielle Buckley, Google’s Director of Consumer Shopping, summed it up this way: “No more constantly checking to see if that bag you’re eyeing is finally at the right price… we’ll let you know when the deal is right.”
Google’s message is clear: shopping should feel less like guesswork and more like confidence with tech quietly working in the background to make it easier.
