Google deepens AI shopping push with virtual try-on

Google is bringing its AI-powered virtual try-on tool to Singapore, allowing shoppers to see how clothing and shoes look on themselves before making a purchase.

The feature, named 'Try on', will roll out over the coming weeks across Google Search, Shopping and Images, letting users upload a full-length photo to generate a visualisation of how an item may look on their body.

The launch is Google's latest move to make online shopping more immersive as tech platforms increasingly use AI to reduce friction in the customer journey. By helping consumers visualise products before purchase, virtual try-on tools could boost shopper confidence and potentially influence conversion behaviour.

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For marketers and retailers, the feature also raises questions about how AI-powered shopping experiences could affect product discovery and advertising performance as consumers increasingly rely on AI-assisted recommendations.

During a media briefing, Google was asked whether these types of shopping experiences could eventually impact advertising economics, particularly if AI-powered interfaces narrow product choices and influence purchasing decisions.

However, Google said the 'Try-on' tool will not affect advertising pricing, rankings or product visibility.

"It's not a paid offering," a Google spokesperson said. "We don't change anything about ranking or these types of decisions. We are just a button on every product to try this on, so there is no impact to ads, pricing or ranking."

The feature allows shoppers to virtually try on tops, bottoms, dresses and shoes from eligible product listings across Google's 'Shopping graph'. Users can also save and share looks before clicking through to a retailer's website to complete a purchase.

The rollout comes as competition intensifies among technology platforms to embed generative AI deeper into shopping experiences, with companies increasingly betting that AI-powered discovery and visualisation tools can help bridge the gap between online and in-store retail experiences.

Earlier this year, OpenAI unveiled 'Instant checkout', a feature that allows users to complete purchases directly within ChatGPT. Powered by the agentic commerce protocol, which was co-developed with Stripe, the feature enables shoppers to buy products without leaving the chat interface while allowing merchants to retain control over payments, fulfilment and customer relationships.

At the time, OpenAI described the feature as a foundational step towards "agentic commerce", where AI does more than guide purchases and instead helps complete them seamlessly. The company said it expects the technology to expand globally and support more complex shopping experiences over time.

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