Stepping into a new era of online shopping, Google has introduced a ground-breaking feature that brings the fitting room experience directly to your device. With its new Virtual Try-On tool and refined search filters, Google aims to revolutionize the way users shop for clothes online.

Lilian Rincon, Senior Director of Product for Shopping, revealed that these new features are designed to mirror the in-store experience. Using a generative AI model, Virtual Try-On enables users to view how a piece of clothing would look on a variety of real models, simulating how it would drape, fold, cling, and form wrinkles and shadows.

“It’s hard to know what clothes will look like on you before you buy them,” says Rincon. Indeed, as many as 42% of online shoppers reportedly feel unrepresented by images of models, and 59% often find that clothes purchased online look different on them than expected.

In developing the Virtual Try-On tool, Google accounted for diversity and inclusivity, featuring models ranging from sizes XXS to 4XL. The models represent various skin tones, body shapes, ethnicities, and hair types, following the Monk Skin Tone Scale as a guide.

Starting today, users in the U.S. can virtually try on women’s tops from an array of brands including Anthropologie, Everlane, H&M, and LOFT. By simply clicking on the “Try On” badge on Google Search and selecting a model, shoppers can get a realistic view of how a piece of clothing will look on them.

A GIF of a mobile screen scrolling through pink blouses. A cursor taps on various refinements, including price, color and pattern.

In addition to the Virtual Try-On feature, Google has also improved its filters to help shoppers find exactly what they’re looking for. Rincon describes these ‘guided refinements’ as an additional hand in online shopping, with machine learning and visual matching algorithms fine-tuning the selection based on user inputs like color, style, and pattern.

Unlike an in-store shopping experience, these refinements aren’t restricted to a single retailer, offering shoppers options from stores across the web. Initially, this feature will be available for tops within product listings.

Working alongside the Shopping Graph, Google’s vast dataset of products and sellers, the Virtual Try-On tool is expected to scale to include more brands and items over time, with men’s tops being added later this year.

Through these innovative features, Google reiterates its commitment to leveraging advanced technology like AI to facilitate online shopping. As Rincon points out, these developments are part of Google’s larger goal to make shopping a more helpful and enjoyable experience for all users.