Google aids mobile shopping with AI image generation
Google’s latest artificial intelligence-enabled shopping tool is a mobile feature called vision match.
Now in wide rollout for Google mobile app users in the U.S., vision match lets consumers describe any garment they have in mind and uses generative AI to create a few images of what it could look like as well as of similar shoppable products.
To use vision search, customers can search for any garment with as many details as they like and scroll to the “Can’t find it? Create it” prompt. From there, the solution will suggest ideas to get started and customers can further refine their search terms and browse products for purchase.
Customers can also find vision match by navigating to the left-hand panel in the Shopping tab and tapping "Create & shop." Vision match is integrated with Google Shopping Graph, a real-time dataset of products, inventory, and merchants with more than 45 billion listings, in-stock inventory data from a range of retailers and Google Gemini generative AI models.
In addition, starting the week of March 5, 2025, Google U.S. shoppers can virtually try on and shop beauty looks with multiple makeup products using augmented reality, inspired by celebrities, influencers and beauty trends.
[READ MORE: Google brings virtual try-on to beauty search results]
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Image: Google
This means when customers search on mobile for certain celebrity makeup looks or terms like "spring makeup," they can try on products inspired by that look, all applied virtually to their face. Shoppers can tap "See the looks on you" when browsing search on mobile and click "try it on" to get started.
Google is also now letting shoppers use Google Search or the Google Shopping tab on mobile and desktop to look for pants or skirts and select any result that includes a "try on" badge.
From there, they can see what the garment looks like on a diverse set of real models ranging from XXS-XXL. To improve length accuracy and brand styling, Google has updated its machine learning models to generate the full look from the matching top all the way to the shoes the model is wearing.
"Whether you’re adding skinny jeans back into your closet or looking for a new makeup aesthetic for spring, Google Shopping has a few immersive shopping features to help," Lilian Rincon, VP, product management, Google said in a corporate blog post. "By bringing together Google’s AI models with our Shopping Graph, it’s easier than ever to turn your fashion and beauty visions into reality and make more informed buying decisions."
