Google has unveiled a revolutionary virtual try-on feature that lets shoppers see clothes on their own bodies using AI technology. The announcement came at Google’s I/O 2025 developer conference, marking a significant step forward in online shopping.
Unlike previous virtual fitting rooms where users selected models with similar body types, this new tool works with a single photo of the shopper. Users simply upload a full-length photo of themselves and can instantly see how shirts, pants, skirts, and dresses would look on their actual body.
“Our try-on experience works with your photo. It’s not some pre-captured image or a model that doesn’t look like you,” explained Vidhya Srinivasan, Google’s vice president of advertising and commerce, during a live demonstration.
The technology uses a specialized AI model that understands how different fabrics behave on various body shapes. “It understands the human body and nuances of clothing — like how different materials fold, stretch and drape on different bodies,” Google stated in its announcement.
When shoppers find an item they like, they can save the virtual try-on image or share it with friends for feedback. The feature is now available through Google Search Labs in the US.
This development addresses a major pain point in online clothes shopping. Studies show that approximately 70% of returned fashion items are due to poor fit or style issues, according to McKinsey research. Companies using similar technology have reported up to 30% fewer returns.
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The virtual try-on is part of Google’s broader push into AI-powered shopping. Coming soon is an “AI Mode” that works like a personal shopping assistant. Shoppers can ask natural questions like “I need a cute travel bag for a trip to Portland in May,” and the system will understand that waterproof features might be important for rainy weather.
Google is also adding an “agentic checkout” feature that allows users to set price alerts and have Google automatically complete purchases when items hit their desired price point. The system uses Google Pay to securely handle the transaction.
The technology has caught the attention of major retailers. Google has partnered with brands including Levi’s, Abercrombie, Staud, Pistola Denim, and Quince to implement the try-on technology.
The virtual try-on market is growing rapidly, with projections showing growth from $12.5 billion in 2024 to nearly $49 billion by 2030. Retailers have reported significant benefits, with some seeing conversion rates increase by up to 30% after implementing similar technology.
To use the new feature, shoppers must opt into the “try on” experiment in Google Search Labs. When shopping for clothes, they can tap the “try it on” icon on product listings, upload their photo, and see the results almost immediately.
Google recommends using a full-body photo with good lighting and fitted clothing for the best results.
