Google's New AI Allows You to Virtually Try Clothes On Models Before Buying

Google's new AI technology allows online shoppers to virtually try on clothes before making a purchase. The company has launched a new virtual try-on feature for apparel that uses generative AI to show how clothing items would appear on different models in various poses. The diffusion-based model was trained using pairs of images showing a person wearing the same garment in two poses.

The try-on feature aims to give shoppers more confidence when shopping online by letting them see how clothes fit different body types. Starting today, U.S. shoppers can virtually try on women's tops from brands like Anthropologie, Everlane, H&M and LOFT using "Try On" badges on Google Search results.

While Google says the tool uses real models in diverse sizes and characteristics, some critics argue that virtual try-on could ultimately lead to fewer opportunities for real models. However, Google stresses that it selected a range of models spanning different sizes, ethnicities and body shapes.

Along with virtual try-on, Google is launching AI-powered clothing filters that let shoppers narrow search results by color, style and pattern - aiming to provide the personalized recommendations shoppers normally get from store associates.