Google’s new AI feature lets you virtually try on clothes

Google announced on Thursday that it’s launching a new AI feature that lets users virtually try on clothes. The tech giant is also rolling out updated price alerts and teased an upcoming feature that will let users explore shoppable outfits and room inspiration using generative imagery.

The official launch of the virtual try-on feature comes two months after Google first began testing it. The feature works by allowing users to upload a photo of themselves to virtually try on a piece of clothing.

The feature is launching in the United States today, letting users try on apparel items in Google’s Shopping Graph across Search, Google Shopping, and product results on Google Images.

To use the feature, users need to tap on a product listing or apparel product result and select the “try it on” icon. From there, they need to upload a full-length photo of themselves. They will then be able to see what they might look like wearing the clothing. Users can save looks and share them with friends as well.

While Google has offered virtual try-on technology before, the earlier features focused on showing items on a diverse range of models’ bodies. With this new feature, the company is letting users try clothes on a virtual version of their own body.

The launch comes as Google has been investing in the virtual try-on space. Last month, the tech giant launched an experimental app called Doppl that uses AI to visualize how different outfits might look on you.

A Google spokesperson told TechCrunch that while both the new try-on feature and Doppl are powered by the same generative AI technology, the app is designed for shoppers to go even deeper with virtual try-on to allow them to curate their personal style. Plus, Doppl can create AI-generated videos so users can get a better sense of how the outfit would look on them in real life.

As for the new price alerts, users can now specify the amount they want to spend on an item. Starting today, shoppers in the United States can set an alert for a product and specify their preferred size and color, as well as the price they want to pay.

“The Shopping Graph has products and prices from all across the web — so we’ll let you know when there’s an offer that meets your criteria,” said Danielle Buckley, Google’s Director of Consumer Shopping, in a blog post. “No more constantly checking to see if that bag you’re eyeing is finally at the right price for you or forge ing to come back to a product you loved.”

In terms of the upcoming feature for outfit and room design inspiration, Google says users will get access to it this fall. It will let users do things like get style inspo for a green flowy dress for a garden party or design ideas for a bedroom.

The tech giant says its vision match technology will generate a range of visual options for the query and use the 50 billion products in the Shopping Graph to show product listings for visual matches.