In an attempt to replicate the online fitting room experience, Google has introduced a new generative artificial intelligence virtual fitting tool available through its search engine. It can initially only be used for women’s tops and only in the U.S.
Shoppers can click on products with a “Try On” badge to select a model to virtually try on tops from brands such as H&M, Loft, Everlane and Anthropologie. The new generative AI model is able to take a single garment and accurately reproduce how it drapes, folds, pinches, stretches, and forms folds and shadows on a series of real models in different poses. Google selected people in sizes XXS to 4XL, representing different skin colors, body shapes, ethnicities and hair types.
Google said it has also implemented new guided refinements to help American shoppers fine-tune products until they find the perfect piece. The filters, which are now available for tops, use machine learning and visual matching algorithms.
