Google has unveiled a suite of AI-driven enhancements to its Shopping platform, aiming to create a more interactive and personalised online shopping experience, especially when it comes to browsing fashion and beauty. The updates are designed to help users better visualise products and be fully confident making purchasing decisions.
What is featured in the Google Shopping update?
- Vision Match – The new vision match feature allows users to describe desired clothing, prompting Google’s AI to generate visual suggestions of similar shoppable products. For example, if you’re searching for a specific garment, you can scroll to the “Can’t find it? Create it” prompt, refine the AI-generated ideas and browse for the best recommendations.
- Virtual Makeup Try On – You can now virtually try on makeup looks using augmented reality (AR). By searching for celebrity looks or trends like “spring makeup”, users can tap “see the looks on you” and “try it on” to test combinations of products from multiple brands. This allows you to experiment with new styles before making a purchase.
Virtual Clothing Try On – Google has also expanded its virtual clothing try-on capabilities to include trousers and skirts from hundreds of brands. You can view these items on a diverse range of body types, from XXS to XXL, by selecting the “try on” feature. This aims to provide a more inclusive and realistic preview of how clothing items may look on different body shapes.
How these updates will make an impact
With over 1 billion shopping activities occurring daily on Google, these AI-powered Shopping tools are designed to address common challenges faced by online shoppers. More than half of shoppers struggle to find specific clothing items, and over 50% of U.S makeup users seek online inspiration for new looks. By incorporating new features like vision match, virtual makeup try-on and clothing try-on, Google is continuing to build a personalise, immersive shopping experience which can lead to higher CTR and conversion rates for brands.
The Google Shopping update is part of a broader Google strategy to leverage its AI models and enhance product discovery, to assist users in making more informed buying decisions. Integration of AI and AR technologies seeks to bridge the gap between online and in-store shopping experience.
