Google announced on Wednesday the international expansion of its artificial intelligence (AI)-powered virtual try-on feature for clothing, now available in Australia, Canada, and Japan. Concurrently, the technology company integrated new functionality enabling users to virtually try on shoes. This development marks a significant update to Google's retail technology offerings, building on its earlier introduction of AI-driven virtual clothing try-on capabilities tailored to individual users' bodies.
The newly added shoe try-on capability allows users to visualize how different pairs of footwear would appear on a digital representation of themselves. To utilize this feature, users are directed to tap on a product listing within Google's shopping interface, select the "Try It On" button, and then upload a full-length photograph. After a brief processing period, the system renders the selected shoes onto the user's digital image, providing options to save the generated visual or share it with others. This process is designed to offer a personalized preview of products.
This expansion and new integration come approximately two months after Google initially launched the AI feature specifically for virtual clothing try-on. Prior to this AI-centric update, Google's virtual try-on technologies focused on displaying apparel on a diverse range of pre-selected models. The current iteration, powered by generative AI, represents a strategic shift towards enabling consumers to see items on a virtual version of their own body, aiming to enhance the online shopping experience. The company's investment in this domain also includes the experimental app Doppl, released in June.
Doppl, a separate application, leverages similar generative AI technology to facilitate deeper exploration into virtual try-on, allowing users to curate personal styles. A key differentiator for Doppl is its capacity to create AI-generated videos, providing a more dynamic and realistic sense of how an outfit might appear in real-life movements. Google's advancements in virtual try-on technology occur within a competitive landscape; both Amazon and Walmart have previously introduced comparable virtual try-on features for their respective e-commerce platforms, indicating a broader industry trend toward integrating advanced visualization tools into online retail.
