In the ever-evolving world of online shopping, Google is once again trying to bridge the gap between virtual and physical retail with a new AI-powered fitting room experience, announced at Google I/O 2025. While traditional stores still allow customers to try on clothing in person, the new technology offers a digital alternative: the ability to visualize how clothes might look on your own body—without ever stepping into a dressing room. The tool builds upon a feature Google introduced in 2023, where shoppers could preview how apparel might appear on a curated selection of models. Now, that same visual simulation has taken a personal turn, allowing users to upload their own full-body images and see how clothing will fit them specifically.
To use the feature, shoppers simply take a full-body photo—fully clothed, of course—against a plain, neutral background and upload it to the tool within Google Search Labs. From there, Google’s AI steps in. According to Vidya Srinivasan, who heads ads and commerce at Google, the system employs a custom image generation model designed specifically for fashion. This model reportedly has a detailed understanding of 3D body shapes and fabric behavior, taking into account how materials drape, stretch, and move across a diverse range of body types. This level of precision is particularly important in accommodating the nuances of individual physiques, especially in areas like hip and bust ratios that can vary even among people with similar measurements.
Beyond just trying on a single piece, the platform is built for exploratory browsing. Users can try on multiple outfits, save the looks they like, and even share the visualizations with friends for feedback—because, as Srinivasan puts it, “a lot of times you want another opinion about what actually looks good.” This experience is part of a broader AI-powered shopping push from Google, which includes features like AI Mode for visualizing furniture such as rugs in specific rooms and “agentic search” that scours the web to find the best price over time for a particular item.
The virtual try-on tool is now available through Google Search Labs starting today, and while it doesn’t yet handle the final purchase for you, it could dramatically change how we approach fashion e-commerce—making the digital shopping cart feel a little more like the fitting room.
