Imagine knowing exactly how a shirt or dress would look on you before you hit “buy”—without ever having to step into a store. That’s the vision behind Google’s latest AI innovation unveiled at I/O 2025: a virtual try-on experience designed to make online clothing shopping more personal, accurate, and fun. The concept isn’t entirely new; in 2023, Google began allowing shoppers to preview apparel on a gallery of preselected models. But this year, the tech giant is taking it a step further by letting users place themselves in the frame—literally.
All it takes is a full-body image taken against a neutral backdrop. Upload that to Google, and its fashion-focused AI will analyze your image, match it to various clothing items, and generate a realistic preview of what they would look like on your body. The system has been trained with an advanced image generation model tailored specifically for the nuances of fashion. According to Vidya Srinivasan, who leads Google’s ads and commerce division, this AI not only understands 3D human forms, but also simulates how different fabrics stretch, fold, and hang—bringing a level of realism that addresses the complexity of individualized body shapes.
That level of realism is key. As anyone who shops online frequently knows, two people with similar sizes can still see clothes fit very differently, especially in areas like the hips, shoulders, or chest. Google says the AI is trained to respect that diversity, offering a more trustworthy visual guide than the generic size charts most sites rely on. In fact, users can try on several items in succession, compare results, save their favorites, and even share images with friends for feedback. It’s like having a dressing room in your browser window, complete with a second opinion.
But Google isn’t stopping with just fashion. This “try-on” capability is launching as part of a broader expansion of AI in search. From using AI Mode to visualize how a piece of furniture fits your home to employing search agents that monitor and find the best prices for you over time, Google is turning its search engine into a full-service shopping assistant. The only thing it won’t do is check out your cart—yet.
The virtual try-on tool is available starting today in Google’s Search Labs and represents a leap forward in how tech can personalize and simplify the e-commerce experience. For anyone who’s ever hesitated before ordering a new outfit online, this tool might offer exactly the clarity—and confidence—they’ve been missing.