Introduction

On Wednesday, Google announced the launch of two new features that allow users to use generative artificial intelligence technologies when shopping for clothes online.

New Features for Fitting Room Experience

And the American tech giant said in a blog post that users should feel the same confidence they would when shopping in physical stores, as they can try on clothes in the fitting room before buying them when shopping online.

And Google added in its post that it introduces two new features that bring users to the fitting room, namely the virtual clothing experience, which uses generative artificial intelligence to show them clothes on a wide range of real models, while the new filters feature helps users to find exactly what they are looking for.

The Need for AI in Online Clothes Shopping

“While apparel is one of the most popular shopping categories, most online shoppers agree that it can be difficult to know what a garment will look like before you buy it,” the company said in a statement.

Virtual Try-On Tool

And now, thanks to the search engine’s new virtual try-on tool, users can see if an item fits them before they buy it, and the virtual try-on shows them what the clothes look like on various real models.

How the Feature Works

Google explained how the feature works, saying its new AI model takes an image of just one piece of clothing and accurately reflects how it flexes, folds, stretches, and creates wrinkles and shadows on a variety of real-life models in different poses.

Diversity and Inclusivity

The company said it recruited people from XXS to 4XL representing different skin tones, as well as different body shapes, ethnicities and hair types.

Participating Brands and Availability

And starting today, U.S. shoppers can try on womenswear from brands such as Anthropologie, Everlane, H&M, and LOFT.

Users only need to click on the products with the “Example” icon in the search engine and select the models that are closest to them.

Future of AI in Shopping

Google said: “We believe that artificial intelligence will continue to improve our lives in a comprehensive way, including making everyday activities such as shopping more useful and enjoyable.”

The company promised more ways to use advanced technology such as artificial intelligence to help people shop online with confidence.

AI-Powered Features for Advertisers

In a separate article related to artificial intelligence, Google announced that it will launch two new AI-powered features for advertisers to automatically find the best ad placements for brands across the company’s services.