Dive Brief:
- Google Shopping released a suite of AI tools last week for fashion and beauty products to help shoppers better visualize items and inspire them to buy.
- U.S. mobile users can use Google's vision match tool to describe an item, which will populate a generated AI image to show what it could look like and link to related products.
- The company also updated its virtual try-on capabilities for garments to include pants and skirts alongside tops and dresses. Users can see how the garments fit on models diverse in sizing and Google will even generate a full look.
Dive Insight:
Google found that over half of shoppers reported struggling to find a specific item of clothing, so it created a tool to help shoppers with a vision in mind so they can make purchase decisions through its search engine platform.
The company also added an AR beauty feature so customers can virtually try on and shop from multiple beauty products at once, testing out looks inspired by celebrities, influencers and beauty trends.
Google has turned to AI to upgrade its immersive shopping experience. Across product curation, custom deal pages, and virtual try-on, personalization remains at the forefront of Google Shopping’s innovation strategy.
Last October, the company launched a new version of Google Shopping rebuilt with AI. Though designed to innovate the online shopping experience, its update also included tools for in-person buying. The camera-forward AI-recognition Google Lens tool shows product insights tailored to the store. Customers can take a photo and use AI image recognition technology to see more product details or find an item in nearby stores.
Similar to Google’s newly announced tools, Wayfair last month also introduced an AI imagery feature designed to help customers find what they need and increase purchases. The generative AI tool dubbed "Muse" browses AI images and populates shoppable search suggestions from the pictures.
