Google has unveiled groundbreaking AI shopping features at its I/O 2025 conference that could transform how we shop online. The tech giant is introducing virtual try-on technology using your own photos and an "agentic checkout" system that can purchase items automatically when they hit your target price.

Virtual Try-On with Your Own Photo

The most impressive feature is Google's new virtual try-on tool, which lets shoppers upload a single photo of themselves to see how clothing would look on their actual body. Unlike previous versions that used generic models, this technology creates a personalized shopping experience.

"Our try-on experience works with your photo. It's not some pre-captured image or a model that doesn't look like you," said Vidhya Srinivasan, Google's vice president of advertising and commerce.

The technology uses a custom image generation model that "understands the human body and nuances of clothing — like how different materials fold, stretch and drape on different bodies".This feature supports pants, shirts, dresses, and skirts, with Google partnering with brands like Levi's, Abercrombie, Staud, Pistola Denim, and Quince.

AI-Powered Shopping Assistant

Google's enhanced AI Mode transforms search into a personalized shopping assistant. When looking for products, users will see a visual panel of relevant items that updates dynamically as they refine their search. The system can process multiple search parameters simultaneously, running what Google calls a "query fan-out" to find the perfect match.

"Buy For Me" Automatic Checkout

Perhaps most revolutionary is Google's new "buy for me" feature. Users can set price tracking on items, and when their target price is reached, Google's AI can complete the purchase automatically. This eliminates the need to navigate through multiple websites and checkout pages.

What This Means for E-commerce Sellers

For online retailers, these developments present both opportunities and challenges:

  1. Optimize product listings: With Google's Shopping Graph processing over 50 billion product listings, ensure your products have high-quality images and detailed descriptions.
  2. Prepare for virtual try-ons: Brands should consider how their products will appear in virtual try-ons and optimize product photography accordingly.
  3. Focus on personalization: Google's AI is prioritizing personalized recommendations, so understanding your customer segments is more important than ever.
  4. Consider price competitiveness: With automatic price tracking and purchasing, competitive pricing strategies will become increasingly important.

These features will roll out in the coming months, with the virtual try-on tool already available in Search Labs for US users. As online shopping continues to evolve, Google's AI innovations promise to make the experience more intuitive, interactive, and personalized than ever before.