Google's new virtual "try-on" feature for clothes uses generative AI

Online shopping just got a little easier with the introduction of two new features by Google, bringing the fitting room experience to shoppers browsing apparel online.

The first feature is virtual try-on for apparel, using generative artificial intelligence (AI), which allows shoppers to see clothes on a variety of real models, making it easier for them to decide if an item is a perfect fit before purchasing.

The AI model can take just one clothing image and accurately reflect how it drapes, folds, clings, stretches and forms wrinkles and shadows on a diverse set of real models in different poses, making the online shopping experience more representative of the shopper's individuality.

Currently, U.S. shoppers can virtually try on women’s tops, with brands including Anthropologie, Everlane, H&M and LOFT.

The second feature is guided refinements, which provides shoppers with the extra assistance they require when online shopping.

Machine learning and new visual matching algorithms allow shoppers to refine inputs like color, style, and pattern, making the online experience more personalized like that of shopping in-store.

Unlike shopping in a store, guided refinements provide more options from stores all across the web. The feature is currently available for tops category, with more options set to be added over time.

Online shopping can be a hit or miss, with 59 percent of consumers being left dissatisfied with an item they shopped for online because it looks different than expected.

Google's virtual try-on and guided refinements aim to provide shoppers with the same confidence in their purchases as they would have shopping in-store.

It is believed that the introduction of these features will improve the online shopping experience and make everyday activities such as shopping more useful and fun.

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