Google Shopping is elevating the online shopping experience with its latest AI-powered virtual try-on feature expansion. On September 6, 2024, Google announced the addition of dresses to the tool, allowing users in the U.S. to virtually try on select items from a growing list of brands. The feature, which previously supported tops, now caters to one of the platform’s most-searched categories—dresses.
This update comes just in time for New York Fashion Week, with the platform partnering with fashion label Simkhai. As part of the collaboration, Simkhai’s dresses will be available for virtual try-ons and pre-orders following the brand’s September 7 runway show.
Google’s generative AI enhances this feature by showcasing how dresses look on a diverse range of models, with sizes ranging from XXS to XXXL. Shoppers can select a model that closely matches their body type to get a more realistic view of the garment before purchasing it through a retailer’s website.
Since its initial launch, Google’s virtual try-on tool has been adopted by a growing number of brands. Early participants, including Anthropologie, Everlane, and H&M, have now been joined by brands like Boden, Staud, Sandro, and Maje.
The company’s AI-driven shopping solution is proving to be a game-changer. According to Google, virtual try-on images receive 60% more high-quality views, and shoppers are more likely to engage with a brand’s website after using the tool.
As artificial reality and AI continue to advance, this expansion signals a future where online shopping becomes even more personalized and interactive. Tech experts predict further innovations that could allow users to suggest personalized variations of garments, pushing the boundaries of virtual shopping experiences.
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