Google adds virtual 'try-on' option to search, agentic AI for purchases
Google (GOOG, GOOGL) is bringing shopping capabilities to its new AI Mode, making it easier to shop for specific items and virtually try on clothes. AI Mode, which is now available to all US users via Google's Search site, provides a conversational experience similar to what you'll find on rival services like OpenAI's (OPAI.PVT) ChatGPT or Perplexity (PEAI.PVT).
The new shopping option takes advantage of AI Mode's high-powered Gemini AI models and Google's Shopping Graph, which is made up of more than 50 billion product listings, to make for a better overall e-commerce experience.
According to Lilian Rincon, vice president of Google's consumer shopping product, users will be able to do things like look up a carpet that will brighten up a room with a gray couch, and it will immediately provide them with results based on their request.
And because AI Mode knows your preferences, Rincon told Yahoo Finance, it will be able to recommend specific styles you might like, such as more modern-looking carpets. You'll also be able to tell AI Mode details like if you have kids or pets, and it will recommend stain-resistant options. The feature will be available in Google's Labs testing service and roll out more generally later this year.
Google is also debuting a new virtual try–on feature that will let you shop for clothes and upload a picture of yourself to see how outfits will look on you.
During a demo, Rincon explained that she previously uploaded a photo of herself, then searched for a dress from a brand she liked and tapped the "try it on" icon. AI Mode then generated an image of Rincon wearing the dress, giving her a sense of what it would look like on her in real life.
Importantly, Rincon explained, AI Mode won't be able to show how different sizes would fit on you, but she said that in the future the company could add features that allow you to enter your height and weight to see how things like pants and shirts will look if you opt for a large instead of a medium.
You'll also be able to track the price of specific items using AI Mode's 'track price' option. The feature will allow you to set a specific price you'd pay for a product listing based on specifications like size, color, or other options, and then have it send you a notification when the listing hits the right price.
If you want to buy the product, you can tap the 'buy for me' button, and AI Mode will use agentic AI-based checkout to put the item in your cart on the merchant's website, fill out the shipping information, and complete the checkout using Google Pay.
Google said its agentic checkout will be available in the US in the coming months.
In addition to new shopping capabilities, Google announced it will be using the AI models that power its AI Mode in AI Overviews, the AI-powered responses you see at the top of search results in the Google Search app.
All of this comes as Google works to fight off AI rivals ranging from OpenAI and Perplexity to Microsoft (MSFT) and Amazon (AMZN), and as the company continues to battle the Department of Justice's antitrust trials against Google's Search and advertising businesses.
During a recent hearing related to the DOJ's case against Google's search empire, Apple (AAPL) senior vice president of services Eddy Cue said the iPhone maker saw its first decline in search queries in the company's Safari browser in April. Google is the default search option for Safari, a part of a $20 billion-a-year deal between the tech giants.
Cue attributed the decline to consumers opting to use AI search options like ChatGPT. But Google has pushed back against the claim, saying its search traffic continues to grow on Apple devices.
Email Daniel Howley at dhowley@yahoofinance.com. Follow him on X/Twitter at @DanielHowley.
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