Google today rolled out new AI-driven shopping features to help users visualize and try on fashion and beauty products virtually. These updates aim to make online shopping more interactive and personalized.
Key features:
- Vision match. Users can describe desired clothing items and AI generates visual suggestions with similar shoppable products. For example, search for a garment, scroll to “Can’t find it? Create it” prompt, refine the AI-generated ideas, and browse shoppable products.
- Virtual makeup try-on. Shoppers can test celebrity-inspired makeup looks using AR, combining products from multiple brands. For example, search for celebrity looks or trends like [spring makeup] on mobile, tap “See the looks on you” and “try it on” to test products.
- Expanded virtual clothing try-on. Now includes pants and skirts from hundreds of brands, viewable on diverse model body types. For example. search for pants or skirts, select items with a “try on” badge, and view on diverse models from XXS to XXL.
By the numbers.
- Over 1 billion shopping activities occur daily on Google.
- More than half of shoppers struggle to find specific clothing items they envision.
- Over 50% of U.S. makeup users seek online inspiration for new looks.
Why we care. With features like vision match, virtual makeup try-on, and expanded clothing try-on, brands can showcase products in a more interactive way, helping shoppers make confident purchase decisions. These tools create a personalized, immersive shopping experience, which can lead to higher click-through and conversion rates.
What’s next. Google is leveraging its AI models and Shopping Graph to enhance product discovery and help users make more informed buying decisions. These features are rolling out to U.S. shoppers on mobile and desktop platforms.
Bottom line. By integrating AI and AR technologies, Google aims to bridge the gap between online shopping and the in-store experience, making it easier for consumers to visualize and purchase products that match their personal style.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.