Google announced on Tuesday that it’s rolling out new set of AI-powered shopping tools that point to its evolution beyond a simple search engine into a commerce platform in its own right. They’re the latest in a string of AI enhancements that have been implemented over the past couple of years, including virtual try-on for beauty products and reverse-image search for clothing.

These shopping experiences leverage the company’s Gemini technology and what it calls its Shopping Graph of continually refreshed product listings — more than 50 billion of them, according to Google’s VP, Consumer Shopping Product Lilian Rincon. There are three updates of note: the rollout of AI Mode, Google’s “most powerful AI Search,” to the public; agentic checkout, a new price tracking feature; and a new virtual try-on tool using shoppers’ own photos.

These new services, which extend across the entire shopping journey, are significant for not only for shoppers, but also for merchants, who may end up trading site traffic for conversion via Google. Brands who want to ensure visibility on the search platform are encouraged to keep their product listings as detailed and up-to-date as possible in Google’s Merchant Center. Google is also experimenting with ads across all of these properties, per Rincon, meaning paid advertisers may rank higher across these search functions.

Learn more below about each feature below.

Search conversationally in ‘AI Mode’

AI Mode, which was introduced in March as an experiment in Google’s Search Labs, will roll out to all users in the coming months. Instead of using basic search terms, shoppers can ask detailed questions about what they’re looking for, and Google will run several simultaneous searches to consider a variety of factors (from price to color to weather) and provide an answer alongside a panel of browsable product imagery. Not quite what you were looking for? Ask a follow-up question to further refine the results.

Set a price-drop alert and let Google checkout for you

Google’s price-tracking update, rolling out in the coming months, wisely caters to today’s price-conscious consumers. When a shopper opts to “track price” on a product, they can now select the color, size and a specific amount they want to spend, and only be notified if the item drops below that. Google will track the item across all merchants, including resellers. Most significantly, if your target price is met, you can click “Buy for me” on the notification, authorizing Google to purchase the item instantly on your behalf, using GPay to complete checkout.

Virtual try-on featuring your own body

The evolution of virtual try-on continues with a significant update to Google’s existing technology, which is available to use in Search Labs as of Tuesday. Previously, shoppers could choose a model with a similar size and body type to virtually “try on” clothing items for them. Now, shoppers can simply upload a full-body photo and be their own model.

Per Rincon, this update is “powered by a new custom image generation model for fashion, which understands the human body and nuances of clothing — like how different materials fold, stretch and drape on different bodies.” This technology is also “the first of its kind working at this scale,” as it’s designed to function with any product among the billions comprising Google’s Shopping Graph.

“More and more people are shopping online, and it’s up to us — and innovative partners like Google — to evolve and perfect the online experience,” Priya Buening, head of U.S. e-commerce at Levi’s, shared in an emailed statement. “This virtual try-on technology bridges that gap, making it easier to shop with confidence. Whether online or in-store, the future of shopping is all about personalization and delivering a seamless experience, and that’s what Google is delivering.”

To use it, shoppers must go to Search Labs and opt into the “try on” experiment. They’re advised to upload a full-body shot with good lighting and fitted clothing. By clicking the “try it on” icon on product listings, they can see and save photos of themselves in any clothing item they choose. (It does not yet work with accessories.)

Fashionista is the leading online destination for current and aspiring fashion and beauty industry professionals. Reach businesses, students and consumers alike with our range of digital offerings.

#Google039s #Shopping #Updates #Tackle #Search #Price #Tracking #Virtual #TryOn