Google has unveiled a new set of AI-powered shopping tools aimed at streamlining the e-commerce experience. These features, rolling out across Google Search, Shopping, and Images, are designed to help users discover, try on, and purchase products more efficiently and with greater confidence.
One of the key additions is the virtual try-on tool, now available to users in the United States. This feature allows shoppers to upload a full-body photo and see how different clothing items would look on them. Google’s AI overlays garments onto the user’s image, creating a realistic preview of fit and style. The technology draws from billions of product listings in Google’s Shopping Graph and was initially introduced through Search Labs in May 2025. It is now being integrated directly into Search, Shopping, and Google Images.
Another major update is the enhancement of Google’s price tracking functionality. Shoppers can now set alerts based on specific preferences, such as size, color, and target price. When an item matches these criteria and the price drops, users receive a notification. Google is also preparing to launch a feature known as “agentic checkout.” This tool will allow users to confirm purchase preferences in advance; once the conditions are met, Google will automatically complete the transaction on their behalf using Google Pay.
This hands-off approach aims to simplify the shopping process and help users take advantage of deals as soon as they become available.
In addition to functional upgrades, Google is rolling out a more creative shopping feature through AI-generated visual inspiration. Scheduled to launch in fall 2025 in the U.S., the new “AI Mode” allows users to type in prompts such as “green flowy dress” or “modern bedroom décor.” Google will then generate inspiration panels featuring AI-created images that reflect the prompt, followed by product suggestions that closely match the visuals using its vision-matching technology.
These features aim to enhance three key areas of online shopping: personalization, automation, and inspiration. By letting users see themselves in clothing before they buy, tracking preferred product variations, and offering visually-driven suggestions tied directly to available listings, Google is attempting to position itself as a full-service discovery-to-purchase platform.
While these tools are currently limited to users in the United States, Google is expected to explore expansion opportunities depending on user feedback and market demand. As online shopping continues to evolve, these updates signal Google’s broader strategy to compete more directly with retail-focused platforms such as Amazon, Pinterest, and social commerce networks.
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