Google adds new AI tools to make it easier to shop for that perfect look

Google is rolling out new virtual try-on tools for makeup and clothing to let users in the US shop that perfect look they’ve pictured in their heads.

Google’s Vision Match feature will allow US shoppers to match fashion descriptions they’re looking for, like “colorful midi dress with big daisies,” with tangible products.

“Advanced AI is now opening doors for truly personalized, immersive shopping experiences that, in turn, tackle some of the toughest challenges—like the challenge of bridging a fashion or a beauty vision with reality,” Lilian Rincon, VP of consumer shopping product at Google, told Retail Brew.

Google is sharing new AI tools to make fashion visions—everything from trying out the latest makeup to trying on apparel—a reality, she added: “Everyone in the US can now shop for apparel that’s in their mind’s eye.”

“If a user doesnʼt see the product they have in their vision, in the ads or in the organic [search] results that we show, now you have an ability to go into this Vision Match product and actually tweak and have Generative AI try to recommend the thing that is that you’re visualizing,” Rincon said.

Rincon noted that nearly 1 in 5 apparel searches on Google have five or more words. “That’s another thing that we found recently, which really tells us that people are trying to find really specific items,” she said.

Google released another virtual try-on feature for shoppers to try multiple makeup products on at the same time. The tech giant collaborates with beauty brands like CoverGirl, Dior Beauty, and Pat McGrath to provide AR-powered virtual makeup try-on experiences and this new tool takes it a step further. “It’s starting to feel like we have a virtual makeup studio right in your pocket,” Rincon said.

Google’s shopping lineup also included a tool that apparently makes it easier to find the perfect pants online. Another virtual try-on tool where users just need to search for terms like “skinny jeans” or “silk skirt” on Google Search, click the “try-on” badge, and choose the model size ranging from XXS to XXL.

Google reports significant digital shopping engagement: consumers used Google or YouTube in approximately two-thirds of purchases. In December 2024, Google Shopping saw a 13% increase in daily active US users compared to December 2023.