Virtual try-on of clothes and makeup, search for custom-made clothes… Google integrates artificial intelligence to make your online shopping simpler, more fun and more personalized. Feature only available in the United States for the moment.
What you need to remember:
- “Vision match” allows you to describe a garment in your words and get suggestions for similar items.
- The virtual makeup try-on features celebrity-inspired looks and lets you try multiple products at once.
- Virtual clothing fitting extends to pants and skirts, with visualization on different body types.
- AI and augmented reality facilitate product discovery and help make safer choices before purchasing, avoiding unpleasant surprises.
Shopping online becomes more intuitive with AI
Google Shopping is introducing a series of new AI-powered features to make online shopping more interactive and personalized. Using artificial intelligence models and the Shopping Graph, these tools help consumers turn their ideas into real purchases.
With over a billion shopping interactions per day on Google, the American firm is banking on an ultra-immersive shopping experience, combining image recognition, augmented reality and machine learning. Whether it’s to find a specific item of clothing, test out trendy makeup or see how an outfit looks on different body types, Google wants to bring online shopping closer to the in-store experience.
Describe a garment and Google finds it for you
We’ve all had that frustration: we imagine a perfect piece of clothing, but can’t find it on an e-commerce site. That’s why Google launched Vision Match.
How does it work?
- Type a description like “floral midi dress with puffed sleeves” or “beige linen wide leg pants” into the search bar.
- Scroll through the results until you see the option “Can’t find it? Create it”.
- Google generates suggestions for articles that are similar to your idea and you can refine the search.
A practical feature for users but also for e-retailers who have a greater chance of seeing their products appear, even if they do not correspond 100% to consumer demand.
An even more realistic virtual makeup try-on
Testing a lipstick or foundation online was already possible. But Google is taking the experience even further by allowing you to try on complete makeup looks inspired by trends and celebrities.
How does it work?
- Search for terms like “natural makeup,” “soft glam,” or even a celebrity’s name.
- Google offers you a ready-to-wear look with several products (lipstick, mascara, blush, etc.).
- Activate your phone camera and test the makeup directly on your face.
With this new approach, you can see directly if a product suits you before ordering, and this encourages cross-selling since you test several products at once.
Virtual try-on extends to pants and skirts
Until now, Google Shopping allowed you to virtually try on tops and dresses. Now, you can also see how pants and skirts fit on different body types.
Why is it useful?
- It is often difficult to plan online to choose the right item of clothing, especially pants.
- You can select a silhouette close to yours (from XXS to XXL) and see how the cut adapts to different body shapes.
- AI has been improved to make textures and proportions more realistic, right down to the associated shoes!
Towards a smoother shopping experience
With these new features, Google wants to make online shopping more intuitive and reassuring for consumers, especially for those who are still afraid to order online or have had bad experiences. The idea is to limit frustrations by helping everyone to better visualize products before buying them.
Good news for e-retailers too, by reducing friction when purchasing and limiting return requests – since the product will already have been tried!
These new features are currently being rolled out in the United States and should gradually arrive in other countries around the world. I’m not sure if France will be among the next testing countries, but it’s a new feature to know about if you work internationally!
