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Shoppers across the U.S. can now use Google’s virtual try-on tool to upload a photo and see how clothing items might look on them using artificial intelligence (AI).
The AI-powered feature, first introduced earlier this year, is now widely available across product listings in Google Search, Shopping and Images – including for billions of items from retailers like Macy’s, Kohl’s, Walmart and Nordstrom — the company said July 24 in a blog post.
Google brings AI to new shopping experiences
Google’s virtual try-on tool | Image credit: Google
“Now people can try billions of clothing products on themselves virtually,” said Philipp Schindler, Google’s chief business officer, during the company’s Q2 earnings call. “Early results and engagement have been extremely positive, particularly with Gen Z users, and we’ll be bringing this functionality to all U.S. users imminently.”
The try-on tool was one of several shopping updates Google announced July 24, as the search giant continues expanding its use of AI in the retail space. Other features include smarter price alerts that let users set their preferred price, size and color for items. Google is also adding a tool for outfit and room inspiration using generative imagery, coming this fall to “AI Mode,” the company’s new AI-powered search experience.
Originally launched in 2023 using models in the previews, Google’s virtual try-on tool gained a more personalized upgrade earlier this year as a limited experiment in Google’s Search Labs portal. That experience allowed users to upload a full-length photo of themselves and virtually try on tops, dresses, pants, and skirts.
Now, that functionality is becoming broadly available, the search giant said.
To use the tool, U.S. shoppers can tap the “Try It On” icon that now appears within eligible product listings. They can upload a photo, browse outfit previews, save favorites, and share looks with friends, Buckley stated. The tool also stores the shopper’s image — with permission — so users don’t have to re-upload it every time.
Google says the experience is powered by its Shopping Graph, along with a custom image generation model for fashion that understands how different fabrics stretch, drape, and fold across real bodies. The Shopping Graph, Google says, is a real-time dataset of over 50 billion product listings — from major retailers to local shops — including details like reviews, prices, availability, and color options.
The rollout comes as virtual try-on technology is gaining traction with both shoppers and retailers. According to a September 2024 report from eMarketer, virtual try-on images in Google Search receive 60% more high-quality views than standard listings. On average, shoppers try on clothing using four different models per product and are more likely to visit a brand’s website after engaging with the tool, per eMarketer.
Industry reports suggest virtual try-on tools can also boost both engagement and sales. Estée Lauder saw a 2.5x lift in conversions after launching an AI-powered try-on tool with Perfect Corp. that let shoppers test products in real time. Similarly, e.l.f. Cosmetics introduced a photo-based try-on experience for more than 320 products, resulting in a 200% increase in conversions, according to Perfect Corp.
Retailers are betting on the tech as a way to offer personalized, low-friction shopping experiences, as well as cut down on return rates.
“For brands, it’s both a financial and environmental advantage,” market research firm Valuates said in a May 2025 press release. “The efficiency gained through fewer returns translates into improved profitability, customer trust, and sustainability, reinforcing the market’s expansion across retail sectors.”
Valuates projects the global virtual try-on market will grow from $5.8 billion in 2024 to $27.7 billion by 2031. The growth is expected to be driven by more smartphone adoption, AI personalization, and high return rates in fashion and cosmetics categories, according to the firm.
In addition to the virtual try-on expansion, Google announced two other AI shopping features July 24.
Price alerts are also getting a refresh. Starting today, U.S. shoppers who tap “track price” on a product can specify their preferred size, color, and budget. Google says this helps avoid alerts for items that don’t match what you’re looking for — like the wrong size or a price that’s still too high.
Shoppers will get a notification when the product meets all their criteria.
“No more constantly checking to see if that bag you’re eyeing is finally at the right price for you or forgetting to come back to a product you loved,” Buckley stated.
Google did not confirm whether the updated alerts integrate with its new agentic checkout feature. After receiving a price drop notification, the tool allows users to tap “buy for me,” prompting Google to add the item to their cart on the retailer’s site and complete the purchase on their behalf using Google Pay. That feature will roll out in the coming months.
Additionally, Google previewed an update to its AI Mode shopping experience, set to roll out this fall. The company says shoppers will be able to search for prompts like “garden party outfit” or “bedroom design ideas” and receive AI-generated visuals paired with shoppable products from the Shopping Graph.
Currently, Google’s vision match technology helps users find visual matches for a single clothing item, like a dress or top. This fall, that tech will expand in AI Mode to generate full outfit or room design ideas, then surface visually similar products that users can shop directly, according to the company.
AI Mode, powered by Google’s Gemini model, combines Search with generative AI and was first introduced through Search Labs earlier this year.
“It’s still rolling out but already has over 100 million monthly active users in the U.S. and India,” Alphabet and Google CEO Sundar Pichai said on the earnings call. “We plan to keep enhancing the AI Mode experience for users by shipping great features fast.”
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