Google is expanding its suite of AI-enabled shopping features, introducing a virtual try-on tool and new price tracking options aimed at helping users make more confident, personalized, and cost-effective purchase decisions.

Launched as part of Google’s latest back-to-school update, the new AI tools integrate directly into Google Shopping and Search. The features leverage generative AI to allow users to “try on” clothing digitally and receive real-time updates on price drops across preferred products and retailers. The goal, according to Google, is to reduce the uncertainty that often accompanies online shopping, especially in categories like fashion and apparel.

Virtual Try-On Now for Men’s and Women’s Apparel

Google’s AI-powered Virtual Try-On (VTO) tool now includes men’s tops, expanding from the women’s category it initially launched in June 2023. Users in the United States can see how clothes from brands like Abercrombie, Banana Republic, and Under Armour look on diverse models representing various body shapes, sizes, skin tones, and ethnicities.

The tool uses generative AI to render realistic images of garments on a curated range of body types, allowing shoppers to assess fit, style, and drape without physically trying them on. The feature currently supports mobile users in the U.S. through Google Search and Shopping, with plans for broader rollout likely in future phases.

AI-Enhanced Price Insights and Deal Alerts

Alongside the virtual try-on, Google also introduced a price comparison and tracking tool that lets users follow products across multiple sites. The feature allows users to opt into “price drop alerts” for items they’re browsing, including clothing, backpacks, and other back-to-school essentials.

With just a tap, users can add products to a unified “Tracked” list via their Google account, which monitors pricing history and notifies them when the price decreases significantly. Google also surfaces alternative prices from other sellers, offering shoppers a broader view of available deals without requiring third-party apps or extensions.

These updates underscore Google’s strategic shift towards AI-powered commerce, where generative models are used not only to enhance discovery but also to drive conversion through utility and personalization.

A Push for Smarter, AI-Driven Retail

The new capabilities reflect Google’s continuing investment in visual search and generative AI. Over the past year, the tech giant has introduced a range of shopping enhancements—including 3D image generation, Style Recommendations, and AR Beauty Try-On—signaling a deeper move into the retail and e-commerce space.

According to Google’s blog post, the VTO models were trained on a proprietary dataset to generate consistent and realistic clothing renderings without manipulating the shape of the original garments. The goal, as Google emphasized, is authenticity and inclusivity—ensuring users get a real sense of how an outfit would look on their own body type.

Additionally, Google’s price tracking features are integrated with Product Knowledge Graph, which aggregates structured data from thousands of retailers to deliver up-to-date and reliable pricing information.

Competitive Landscape

Google’s advancements come as other major players, such as Amazon and Walmart, also race to enhance AI-based shopping features. Amazon, for instance, has rolled out its own AI-generated summaries and virtual dressing rooms, while startups in the fashion tech space are building similar tools for mobile-first audiences.

What sets Google apart is its reach: the ability to integrate AI-powered tools natively within the widely used Google Search and Shopping experiences gives it a significant edge in terms of accessibility and user engagement.

By layering AI into existing shopping behaviors—whether it’s searching for “red men’s hoodie” or comparing school bag prices—Google is minimizing friction and maximizing relevance, especially for mobile-first consumers.

Evolving Capabilities 

While the AI try-on feature is currently limited to select U.S. users and a curated list of brands, Google is expected to expand these tools both geographically and across product categories, including footwear, bottoms, and accessories.

The AI shopping updates come just ahead of the back-to-school season in the U.S., strategically aligning with peak consumer demand and seasonal spending.

As e-commerce continues to evolve, Google’s latest launch signals a broader shift towards immersive, AI-enhanced retail experiences—offering shoppers the confidence of physical stores with the convenience of digital browsing.