Transforming e-Commerce: Google’s AI virtual try-on explained

 

One of the best parts of shopping for clothes is the excitement that comes with trying on new items. How would this jacket or shirt look on me? This is one of the perks online shoppers had to do without - until now. Thanks to AI, a growing number of online stores and brand websites can now feature virtual try-on options.

 

One of the most prominent examples of this is Google.

 

 

How does Google’s AI virtual try-on technology work

Google uses generative AI and augmented reality (AR) technologies to digitally overlay clothing, make-up, and shoe images on photos of models, or on those uploaded by users.

 

The AI understands how fabric stretches and drapes over the human body, allowing shoppers to get a near-lifelike try-on experience. The feature is available for over 50 billion products powered by Google Shopping Graph, and allows users to save their favorite looks and even share them with other users.

 

 

Product categories and user experience

Originally launched in 2023, Google’s AI solution first used a diverse array of models to allow users to see various fashion items on different body types and skin colors.

 

As of 2025, users in the US, Canada, Japan, and Australia are able to upload their own picture for this purpose. However, the model pictures representing diverse skin, eye, and hair colors, as well as body types, are still available for users who don’t want to upload their own image. Besides clothing, shoppers can virtually try on make-up and footwear as well.

 

 

Screenshot of https://www.searchenginejournal.com/google-launches-ai-powered-virtual-try-on-shopping-tools/552022/ displaying a Google user’s virtual try-on image

 

 

Users can reach the virtual try-on option via different routes. Google Search, Shopping, and Images can all lead shoppers to their digital changing room, allowing them to try on clothing without switching between apps and/or screens. The feature works on both desktop and mobile.

 

 

Benefits for shoppers and retailers

Besides an improved and much more fun shopping experience, shoppers have further benefits from actually viewing a product on their person. Choosing the right fit, the right size, and the right color should be much easier this way, which in turn allows them to purchase only one item that they keep, instead of three different sizes/colors where two of them end up being returned.

 

This is beneficial for retailers as well, not to mention the environment!

 

Find out how diminishing product returns help the environment

 

Furthermore, retailers can expect higher engagement and improved conversion rates from this feature, especially if they integrate a seamless checkout process as well, for example, with Google Pay.

 

Brands marketing to Gen Z shoppers may find the virtual try-on option extra helpful for engaging their young audience, enhancing their brand loyalty, and thus increasing the brand’s overall sales performance.

 

Related topics

5 things your brand needs to do to adapt to AI-powered online searches

 

Meta AI and online brand protection

 

The importance of a great online shopping experience

 

Google is allegedly testing blue ticks to guarantee authenticity of websites

 

AI and online brand protection

 

 

Competition and outlook for Google

Google is not the only company dabbling in AI-based virtual try-on options. e-Commerce giants Amazon and Walmart are also experimenting with this feature, Amazon with shoes and Walmart with various clothing items. Currently, these features are available to users located in North America.

 

Google’s own experimental app, Doppl, assists shoppers by creating AI videos of them wearing their chosen outfits. Moreover, the app can suggest similar items to help users create their personal style.

 

 

Screenshot of https://labs.google/doppl explaining Doppl’s main features

 

 

Google’s competition doesn’t only come from online marketplaces but from other search engines as well, intensifying the race amongst retail tech companies. AI-based search engine Perplexity is also developing a virtual try-on feature for its platform, although that tool is yet to be made available, and exact details are not widely known at the time of writing.

 

Learn all about Perplexity’s AI commerce solution!

 

We expect future improvements of AI-based virtual try-ons to include a wider array of product types, even more authentic-looking imagery, as well as a deeper integration into e-Commerce platforms and eventually even single online webshops.

 

 

Google’s AI-based virtual try-on and online brand protection

The rapid development of AI raises several legal issues, including potential threats to your IP rights.

 

Generating high-fidelity images of your products that feature your logo and design is a problematic process with several pitfalls along the way. The existence and usage of such images without your consent infringes on your IP rights and dilutes your brand’s value, posing potential counterfeit and derivative risks for your brand.

 

Moreover, what if the images are subpar, damaging your reputation and your customers’ trust? And let’s not ignore the issue of storing and handling sensitive biometric data, which should correspond to all legal requirements, including the GDPR and the BIPA.

 

 

How to protect your IP rights in AI-based virtual try-ons

Whether generated by AI or not, content is content, at least when it comes to the protection of your IP rights. Online monitoring services will pick up infringing images, product listings, ads, social media posts, and so on, whether they were created manually or generated by AI.

 

That said, you must set strict conditions for operators before consenting to your products’ appearance in generative AI-based virtual try-ons. Make sure to regularly monitor the AI outputs of their usage. Also, keep up with evolving IP and data privacy laws to best protect your brand’s invaluable IP rights and reputation.

 

 

Conclusion

Thanks to the help of AI and AR technologies, virtual try-on features have the potential to bridge some of the gap between in-person and online shopping. However, these technologies may also pose significant threats to your IP rights and your brand’s overall reputation.

 

Contact us if you’d like to learn more about protecting your IP rights in the world of AI, or if you face any other online brand protection issues!