From Virtual Try On To AR Beauty, Google Shopping Launches AI-Powered Fashion Tools To Style Users

People shop over a billion times on the world’s largest search engine (and elsewhere too) every day. It would only make sense to not only tap into this dynamic data but also empower the users. The Sundar Pichai-led search engine giant Google is invoking the inner diva of global users by empowering them with AI-fueled fashion and styling tools. In its latest offering, Google Shopping dropped a slew of AI tools to glam up users with a mere click on their smartphone devices. The company’s vice president of product management, Lilian Rincon, shared the updates in a blog.

Now you can bring your fashion and beauty visions to reality with new AI features on Google Shopping. Get real-life recs based on AI-generated images straight from your imagination, try on skirts and pants virtually and get makeup inspo with AR beauty ↓
— Google (@Google) March 5, 2025

1 – Shopping Graph

Mobile users in the US can now get AI-enabled matches with the user’s description and shop for similar-looking products. The Shopping Graph is powered by machine learning that houses 35 billion (and counting) product listings, which are updated continually via the Google Merchant Center. It helps narrow down complicated searches much easier. For instance, shopping for a midi dress will give you endless results; however, the AI-enabled listing helps it curate according to features, texture, style, and sizing the users are specifically looking for.

The tool also pulls down reviews and other details relevant to the user’s shopping experience. The Shop the Look feature embedded in the Shopping Graph tool helps users match the product with appropriate accessories and products. Further, the Buying Guide added to the Shopping Graph tool helps users with helpful insights in any product segment, especially novice buyers.

2 – AR Beauty Tools

The Augmented Reality Beauty features that were introduced nearly four years ago are now enhanced by the Gemini models that will begin rolling out for US users this week. It will aid users shop for beauty looks that are inspired by their favorite content creators, celebrities, and fashion influencers.

The AR Beauty is powered by Edge, the latest machine learning technology by Google. Users can try new hair color, foundation, and other makeup right on their mobile browsers by trying it on 148 diverse sets of AI models on Google. Further, the AR Beauty on Google can be used to shop more than 50 beauty brands.

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3 – Virtual Try On

Finally, the VR Try On on Google’s latest generative AI model will help users with virtual trials. These AI models have been featured from XXS to 4XL across a diverse set of skin tones, body shapes, and hair types in varied ethnicities. Users in the US can virtually shop several brands including H&M, LOFT, and Everlane, among others.

All the aforementioned products are currently available to users in the US of A. The Google fashion and styling tools will be rolled out for global users hopefully soon(ish). Meanwhile, users online see a surge in virtual trial rooms enabled with augmented reality (AR) or even mixed reality (MR). Will these styling tools see a resurgence in metaverse real estate?

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Cover: Google