Google’s Latest AI Shopping Feature Allows You to Virtually Fit Clothes Using Your Own Image

Google has introduced an innovative shopping capability that brings Cher Horowitz’s well-known digital wardrobe from Clueless a step closer to being real. The tech behemoth’s newest creation, a virtual fitting tool within its updated “AI Mode” search platform, permits users to visualize how clothing would fit on their own bodies using personal photographs.

Unveiled during the opening keynote at Google I/O 2025, this feature employs a specially developed image generation model that superimposes clothing from online listings onto full-body photos uploaded by users. As per a company blog post, the AI is crafted to comprehend the human figure and the nuances of how various fabrics behave—considering how they drape, stretch, and fold on different body shapes and poses.

This marks not Google’s first venture into virtual try-ons. In 2023, the company rolled out a comparable function for Search, albeit limited to pre-selected images of models. The refreshed version advances personalization by allowing users to serve as the model themselves.

How to Utilize Google’s AI Mode for Virtual Try-Ons

Starting today, users in the U.S. participating in Google’s Search Labs testing initiative can make use of the fitting feature. While exploring product listings for items such as shirts, pants, skirts, or dresses, testers will encounter a “try it on” icon. Activating the icon prompts users to submit a well-lit, full-body photo of themselves. (Google suggests wearing form-fitting attire in the image for optimal outcomes.) The AI subsequently uses this image to project how the clothing would appear on the user—effectively transforming them into a virtual mannequin.

Looking Forward: Additional AI Shopping Features Coming Soon

Google has also hinted at more AI-driven shopping functionalities that are expected to debut in the near future. These features include a tailored “Shopping Graph” that organizes product ideas based on individual preferences, and an “agentic” checkout assistant aimed at helping shoppers discover deals that match their financial limits.

With these advancements, Google aspires to enhance the online shopping experience to be more engaging, tailored, and effective—merging the distinctions between digital and physical shopping environments.