Google introduced a new AI-powered shopping experience at Google I/O 2025, incorporating smart tools, accurate data and a virtual try-on feature to help consumers find products effortlessly.
Google launched AI Mode for shopping, integrating advanced AI from Gemini with the Shopping Graph. This enhancement offers personalised inspiration, comprehensive product details and a streamlined checkout process.
AI Mode leverages Gemini’s capabilities alongside Google’s Shopping Graph, which contains over 50 billion product listings from global retailers. These listings include reviews, prices, colours and availability refreshed hourly with more than 2 billion updates daily.
Virtual Try-On Technology
Google highlighted that a key feature of AI Mode is its virtual try-on technology, addressing the challenge of online clothing shopping where customers struggle to visualise how items will look on them. Users can now upload a full-length photo of themselves to virtually try on various outfits and apparel items directly through Google Search.
This AI-powered tool analyses how clothes fit and flow on different body shapes, delivering accurate results based on the user’s image. It employs advanced image-generation technologies to ensure garments appear natural and precise, considering fabric texture and body shape. This feature is currently being rolled out in the United States via Google Search Labs.
The “try it on” experiment launched in Google Search Labs in the United States today, 21 May 2025. When shopping for shirts, trousers, skirts or dresses on Google, users can tap the “try it on” icon on product listings. By uploading a full-length photo of themselves, users can see within seconds how a wedding-season maxi dress or quirky shirt for their next trip looks on them. For those seeking a second opinion or not ready to purchase, the feature allows easy saving and sharing of the virtual try-on looks with friends.
Agentic Checkout
AI Mode simplifies purchasing specific items at suitable prices. Users can leverage the new checkout tool to track pricing for any product, select preferred size, colour and budget and receive notifications when prices drop.
When ready to purchase, users can tap “buy for me” and Google will add the item to the merchant’s website checkout cart, using the user’s Google Pay details to complete the transaction.
This agentic-checkout feature will roll out in product listings across the United States in the coming months.
