Virtual shopping experiences continue to evolve as tech giants seek ways to bridge the gap between online browsing and in-store experiences. Google's latest innovation aims to solve one of online clothing shopping's biggest challenges: visualizing how garments will actually look on your body before purchasing.
Google's New AI-Powered Virtual Fitting Room
Google has officially launched its new try it on feature, allowing shoppers to virtually see how clothing items would look on them using just a smartphone or computer. The feature, announced at Google I/O 2025, is now available through Google Search Labs in the United States. This AI-powered tool represents a significant advancement in online shopping technology, enabling users to upload a full-length photo of themselves and instantly generate realistic images of how they would appear wearing various outfits from participating retailers.
Key Features of Google's "Try It On"
- Available now through Google Search Labs in the US
- Requires uploading a full-length photo
- Works with shirts, pants, dresses, skirts, and some outerwear
- Images can be shared with others for feedback
- Upcoming "agentic checkout" feature will allow AI-assisted price tracking and purchasing
How the Technology Works
The system operates on an AI model specifically trained to understand the relationship between human bodies and clothing. When users upload a full-length photo, the technology analyzes their body proportions and then realistically renders selected garments, accurately depicting how fabrics would drape, stretch, and bunch across different body types. For optimal results, Google recommends uploading photos taken in good lighting while wearing fitted clothing, which helps the AI accurately map body proportions and deliver more realistic virtual try-ons.
Getting Started with Try It On
Using the feature is straightforward. Users need to visit Google's Search Labs page, sign in to their account, and opt into the try on experiment. Once activated, a try it on icon will appear next to eligible product listings when shopping through Google. After uploading a full-length photo, shoppers can quickly visualize themselves in various outfits, share these AI-generated images with friends for feedback, and make more confident purchasing decisions.
Current Limitations and Practical Considerations
While innovative, the technology does have some limitations. Currently, the feature works primarily with shirts, pants, dresses, and skirts, though users report success with shorts, jackets, and coats as well. Certain categories like swimwear and some costumes aren't yet supported. Additionally, retailers must opt into the program for their products to be available for virtual try-on. The system's accuracy also depends on the quality of the product photos provided by retailers – even the most advanced AI can't compensate for misleading or inaccurate listing images.
Best Practices for Optimal Results
- Use photos with good lighting
- Wear fitted clothing in your reference photo
- Be aware that results depend on accurate retailer product images
- Some clothing categories (like swimwear) are not yet supported
Future Shopping Enhancements
Google has more ambitious plans for this technology. During demonstrations at Google I/O 2025, the company revealed an upcoming agentic checkout feature. This will allow users to ask Google's AI to track prices of items they've virtually tried on and liked. When an item reaches their desired price point, Google will send an alert, and users can instruct the AI to complete the purchase using information stored in Google Wallet. This feature is expected to roll out in the coming months, further streamlining the online shopping experience.
Potential Impact on E-Commerce
The try it on feature could significantly reduce one of online clothing retail's biggest challenges: high return rates. By giving shoppers a clearer preview of how items will look on their bodies before purchase, Google's technology may help consumers make more informed decisions, potentially decreasing unnecessary returns that plague online retailers and waste packaging resources. The technology also opens doors for more personalized AI style advice in the future, potentially transforming how we shop for clothing online.