Google, known on the stock market as Alphabet Inc Class A (NASDAQ: GOOGL), is taking online shopping to a new level with the debut of an AI-powered feature that lets users virtually try on clothing.
Officially launched in the United States on Jul. 25, the tool enables shoppers to upload a full length photo of their body and see how a shirt, dress, hat or other item would appear on them. It has been integrated into Google’s extensive Shopping Graph along with Google Images and Google Shopping. The graph has over 50 billion product listings.
It was first revealed at Google’s I/O developer conference in May before undergoing testing until last week’s official release. It uses a custom image generation model that has been specifically trained for fashion, as highlighted by the company.
“The AI model is able to show how material will fold and stretch and drape on people,” said a Google representative on May 28.
Google’s Lead AI Specialist, Gloria M., has been raving about the new tool. She described it as a “real showstopper” and said it was nothing short of groundbreaking.
“This isn’t just a gimmick,” M. stated in a LinkedIn blog post. “It’s a fundamental shift in the online shopping experience, addressing a core pain point for consumers: uncertainty about how an item will truly look and fit.”
The news coincides with Google’s June launch of an experimental smartphone app called Doppl that specializes in letting users see how garments would look on them in real life. Unlike the virtual try on feature, Doppl goes further by enabling a person to generate short videos showing how clothing would move on their body.
The new feature and Doppl app have certain limitations and do not allow people to try on swim apparel, lingerie, cultural garments, shoes or certain accessories. They are both aimed at reducing the rate of shopping returns.
When the virtual try on feature and Doppl will become available in Canada is uncertain at the moment, but based on Google’s history with tech releases, Canadians could potentially get their hands on them by the end of the year or in early 2026.
Google dropped an earlier try on feature in 2023, but it only enabled users to view desirable attire on a set of virtual mannequins.
Our latest shopping features are here to help you explore your style and get the best price 👗
– Our try on experience launches today in the U.S., which means you can try on your “new semester, new me” outfits before you buy.
– Use our updated price alerts, which let you set… pic.twitter.com/GElo9nbtTO— Google (@Google) July 24, 2025
Read more: Malaysia enhances AI stature with US$2.3B investment, NVIDIA partnership
Read more: AI brings Wizard of Oz to life like never before in Las Vegas
Follow Rowan Dunne on LinkedIn
rowan@mugglehead.com
