Google is expanding its use of generative artificial intelligence (AI) by integrating the technology into Search, where its virtual try-on will now allow users to show clothes on a selection of real models by generating the items onto their bodies.
The feature is designed to give shoppers a way to mimic a real-world, in-person shopping experience digitally as best as that is possible.
“When you try on clothes in a store, you can immediately tell if they’re right for you. And if they’re not, a sales associate can swap them out for pieces with different colors, styles or price points that better match what you’re looking for. Before you know it, you’re leaving with an outfit you love,” Google says.
This isn’t possible online, and Google has been working on ways to address that.
“While apparel is one of the most-searched shopping categories, most online shoppers agree: It’s hard to know what clothes will look like on you before you buy them. Forty-two percent of online shoppers don’t feel represented by images of models, and fifty-nine percent feel dissatisfied with an item they shopped for online because it looked different on them than expected.
Google says its new generative AI model can take a single photo of a piece of clothing and accurately reflect how it would “drape, fold, cling, stretch, and form wrinkles and shadows” on a diverse set of actual models in various poses. The company says that it has selected a range of models that range in size from XXS to 4XL and they also represent a range of different skin tones (using the Monk Skin Tone Scale as a guide) in addition to body shapes, ethnicities, and hair types.
“Starting today, U.S. shoppers can virtually try on women’s tops from brands across Google, including Anthropologie, Everlane, H&M, and LOFT. Just tap products with the ‘Try On’ badge on Search and select the model that resonates most with you.”
Google says that this technology can scale to more brans over time and it says that it will expand the feature to include men’s tops later this year.
Image credits: Google