Google helps eliminate the difficulties of buying clothes online

By: Trademagazin Date: 2025. 07. 28. 11:22

Google has added a new feature to its search engine that could revolutionize online clothing shopping: the artificial intelligence-based tool, now available in the United States, allows users to virtually try on selected items of clothing. The system works simply: in Google Shopping, among search results or in Google Images, a “Try on” icon appears next to clothing products. Clicking on it, the customer can upload a full-length photo of themselves and, with the help of AI, see how the product would look on them – even before ordering. The aim of the feature is to reduce one of the biggest frustrations of online shopping: when a garment that looks perfect on screen is disappointing in reality.

The development is particularly timely, as e-commerce players have been struggling with the problem of high return rates for years, especially in the fashion segment. Sizing issues, models that don’t match your body type, and product photos that are hard to interpret all contribute to customers often having to return products they order. Google’s AI-powered fitting room addresses this problem: artificial intelligence not only recognizes body proportions, but can also realistically display the fall of clothes. Although similar initiatives have existed before – such as an earlier version of Google or the Doppl app – they mostly showed clothes on pre-generated, generic models, rather than on real people.

The technology not only takes the shopping experience to a new level, it also offers serious benefits for retailers. Improved conversion rates, reduced logistics and return costs, and increased customer satisfaction can all contribute to sales efficiency. In addition, the system also offers the opportunity to collect data in the long term: analyzing body type patterns, shopping preferences, and size distributions can provide valuable information for brands’ product development and marketing strategies. The integration of AI-powered fitting rooms into some brands’ online stores or apps is expected to become widespread soon – especially among younger, digitally mature consumer segments.