Google’s AI Mode, announced at I/O 2025, feels like having a personal stylist, detective, and checkout clerk rolled into one. It leverages the Shopping Graph—over 50 billion product listings from global retailers to local boutiques—to deliver hyper-relevant results. Say you’re hunting for a travel bag for a rainy May trip to Portland, Oregon. Type that into AI Mode, and it triggers a “query fan-out,” running multiple searches at once to pinpoint waterproof bags with easy-access pockets. A dynamic right-hand panel updates in real time with images and listings tailored to your needs, pulling from brands you might not have discovered otherwise.
Now, the virtual try-on feature is where things get exciting. Unlike Google’s earlier try-on tool, which showed clothes on diverse models, this update lets you upload a full-length photo of yourself to see how shirts, pants, skirts, or dresses look on you. Available in the U.S. through Search Labs starting May 20, 2025, it uses a custom image generation model designed for fashion. This AI understands how fabrics fold, stretch, and drape across different body types, ensuring the generated image looks realistic, not like a clunky Photoshop job. Upload a well-lit, full-body shot in fitted clothing, tap the “try it on” icon on a product listing, and within moments, you’re seeing that maxi dress or playful vacation shirt on your own frame. You can save the look, share it with friends for a second opinion, or explore similar styles. It’s a digital fitting room that’s as close to the real thing as it gets without leaving your couch.
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Price tracking and agentic checkout seal the deal. Spot a pair of hiking boots you like? Tap “track price,” set your preferred size, color, and budget, and Google notifies you when the price drops. When you’re ready, the “buy for me” feature, rolling out in the U.S. in the coming months, adds the item to the merchant’s cart and completes the purchase via Google Pay. It’s not just convenient—it’s strategic, ensuring you snag deals without endlessly refreshing retailer sites. This seamless process, combined with the Shopping Graph’s real-time data (over 2 billion listings updated hourly), makes shopping feel less like a chore and more like a guided adventure.
Why does this matter? Online shopping often feels like a gamble—will that jacket fit right? Does it match your style? Google’s AI Mode tackles these pain points head-on. By letting you visualize clothes on your own body, it reduces the guesswork that leads to returns, which are a hassle for shoppers and costly for retailers. Virtual try-on images already drive 60% more high-quality views on Google Search, and users are more likely to visit brand sites after engaging with them. Add in personalized recommendations and real-time price tracking, and you’ve got a system that empowers confident purchases while introducing you to new brands.
This could reshape online shopping by making it more interactive and intuitive. The ability to see clothes on your own photo bridges the gap between browsing and trying on in-store, addressing the 50% of shoppers who struggle to find specific items they envision. Unlike startups like Doji or Vybe, which focus on niche virtual try-on solutions, Google’s scale—billions of listings, hourly updates—sets it apart. It’s not perfect yet; the try-on feature can’t adjust for different sizes based on height or weight, but Google hints at future updates to refine this.
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