Google is using generative AI to help shoppers see how clothing looks on a diverse range of real models before they buy.

The AI-powered virtual try-on feature uses the Google Shopping Graph for thousands of women’s tops from hundreds of brands including Everlane, Anthropologie, Loft and H&M.

Google is introducing two features that bring the fitting room experience to online shopping. Virtual try-on for apparel uses generative AI to show clothes on a wide selection of real models, while filters help users find exactly what they are looking for.

While apparel is one of the most-searched shopping categories, most online shoppers agree it is hard to know what clothes will look like before buying them. And 42 per cent of online shoppers don’t feel represented by images of models, and 59 per cent feel dissatisfied with an item they shopped for online because it looked different on them than expected.

Virtual try-on for apparel shows how clothes look on a variety of real models. The generative AI model can take just one clothing image and accurately reflect how it would drape, fold, cling, stretch and form wrinkles and shadows on a diverse set of real models in various poses. Google selected people ranging in sizes XXS to 4XL representing different skin tones using the Monk Skin Tone Scale as a guide, body shapes, ethnicities and hair types.

US shoppers can now virtually try on women’s tops from brands across Google, including Anthropologie, Everlane, H&M and Loft. They just tap products with the Try On badge on Search and select the model that resonates most with them.

Working alongside its Shopping Graph, a data set of products and sellers, this technology can scale to more brands and items over time. The plan is to launch it for men’s tops later this year.

A guided refinements feature can help shoppers fine-tune products until they find the perfect piece. Thanks to machine learning and visual matching algorithms, shoppers can refine using inputs such as colour, style and pattern. And, unlike shopping in a store, they are not limited to one retailer; they will see options from stores across the web.

“We believe that AI will continue to improve our lives in ways big and small, including making everyday activities like shopping just a bit more helpful and fun,” said Lilian Rincon, senior director at Google. “Stay tuned for more ways we’re using advanced technology like AI to help you shop online with confidence.”