Google Shopping Introduces AI-Powered Virtual Dress Try-On in the U.S.

Google Shopping has expanded its virtual try-on feature in the U.S., now allowing users to try on dresses through its generative AI technology. The announcement, made to coincide with New York Fashion Week, reveals a new collaboration with fashion label Simkhai, which will allow customers to virtually try on select dresses and pre-order them after the brand’s runway show on September 7.

Dresses are one of the most frequently searched apparel categories on Google Shopping, the platform revealed. This feature follows the success of last year’s virtual try-on launch for men’s and women’s tops.

The AI tool enables shoppers to see clothing modeled on a diverse range of body types, from XXS to XXXL, helping users visualize how an outfit will look on their specific body shape. Once they choose a model that aligns with their body type, shoppers are directed to the retailer's site to complete their purchase.

Some of the brands featured in Google’s virtual try-on rollout last year include Anthropologie, Everlane, and H&M. Since then, more brands have joined, such as Boden, Staud, Sandro, and Maje, offering even more options for customers.

Google’s goal with virtual try-ons is to enhance online shopping experiences. According to their data, 42% of online shoppers felt underrepresented by traditional model images, and 59% were unsatisfied with how an item looked on them compared to how it appeared online. By providing a realistic virtual try-on feature, Google Shopping hopes to bridge that gap between expectation and reality.

In fact, Google noted a significant increase in engagement with virtual try-on features. Products with virtual try-on options receive 60% more high-quality views, and users tend to try items on with multiple model types before making a purchase. Shoppers are also more likely to visit a retailer's website after interacting with virtual try-ons.

According to Joe Kwong, head of business development at software firm Agora, virtual reality shopping tools are quickly becoming the norm. Kwong predicts that Google could further enhance the shopping experience by introducing feedback options or expanding AR technology to integrate real-time motion, making the experience even more immersive and personalized.