Google is turning AI into a personal shopping assistant

Dive Brief:

Google debuted an AI-powered shopping experience on Tuesday to inspire more reliable purchases and shop on users’ behalf. AI Mode combines Google’s Gemini and Shopping Graph to allow shoppers to use their photos to virtually try-on items, find the best prices and curate recommendations.
As a part of AI Mode, Google’s virtual try-on for apparel listings now works with user-uploaded photos. With a new custom image generation model, the “try it on” button understands fold, stretch and drape on different body types.
Google’s Shopping Graph has over 50 billion product listings with reviews, prices, color options and availability details. Each hour over two billion product listings are refreshed on Google. 

Dive Insight:

Across fashion and beauty in particular, Google has made large investments in virtual try-on to ensure consumers have a more interactive experience. 

Google’s latest efforts allow users to treat its technology as a personal shopping assistant. 

Shoppers can use a “track price” button to set up a price drop notification for an item. Users can set their desired size, color, amount and other item options to trigger a notification. 

When ready to buy or upon receiving a notification, users can confirm the purchase details and select a button labeled, “buy for me.” Google adds the item to a user’s cart and completes checkout with Google Pay. The checkout agent feature will be rolling out in the coming months for U.S. product listings.

Google has embedded AI into various elements of its shopping experience, including product curation, overview summaries, and of course, virtual try-on. But Google’s AI momentum doesn’t stop there. Google has also partnered with brands like Warby Parker for intelligent eyewear and L’Oréal for generative AI imagery to help lead and assist in AI-powered developments.