In an interesting move, Google has revealed plans to incorporate a new generative AI technology into its online shopping tool. By quickly creating representations of real models of different sizes, the technology aims to transform the virtual try-on experience. Users will now be able to determine whether their favourite garments will fit their body shape.
According to Shyam Sunder, Google’s product manager for the virtual try-on feature, the company enlisted the help of 80 models, split evenly between men and women, to create this revolutionary tool. Using photos from store websites, the AI system can create images of models wearing clothes. Intricate elements such as folding, wrapping, stretching, creases and shadows can be found in these drawings. It will be difficult for the naked eye to tell whether the photos have been created by AI or taken with a camera.
The functionality will initially be available for women’s tops, with plans to expand to other clothing categories in the future. Users will be able to search for similar items in multiple sizes, colors, patterns and price ranges while shopping. Well-known companies such as Anthropologie, Everlane, H&M and LOFT are among the first to use this ground-breaking technology.
Notably, other retail giants such as Amazon and Walmart have already launched their own virtual try-on services. Google has been aggressively exploring the possibilities of augmented reality (AR) in the shopping experience, including adding a shoe try-on feature to its AR Shopping service late last year.
By incorporating generative AI technology, Google aims to enhance the online shopping experience by blending the virtual and physical spheres. Google hopes to increase user confidence in purchasing decisions while expanding the possibilities of online retail by allowing consumers to view apparel on models with comparable body shapes.
