Google Shopping Enhances Virtual Try-On with Dresses

Google Shopping has taken a major step forward in online retail with the expansion of its virtual try-on (VTO) feature, now including dresses alongside tops. This innovative tool, first introduced last year, allows users to visualize clothing more accurately before purchasing, addressing one of the biggest challenges of online shopping—how a garment will look on your body. By leveraging advanced AI technology, Google has revolutionized the way consumers can shop for dresses from hundreds of top brands with just a few clicks.

The Evolution of Virtual Try-On

Initially, the virtual try-on tool was available only for tops, but the success of this feature led Google to expand it to one of the most-searched apparel categories: dresses. In fact, virtual try-on images are viewed 60% more often than other product images, and shoppers tend to experiment with several different models to find the best fit. This deeper level of interaction encourages consumers to spend more time with a product and ultimately boosts their confidence in making a purchase.

How the Virtual Try-On Feature Works

If you are shopping for dresses in the U.S., you can access this feature by searching for dresses on Google and selecting any item marked with a “try on” badge. This will allow you to view the dress on a diverse range of models with varying body shapes and sizes, from XXS to XXXL. You can choose the model that best matches your own body type, helping you visualize how the dress will look on you before purchasing.

Once you’ve found a dress you like, the tool directs you to the retailer’s website, making the entire shopping experience seamless.

The Technology Behind Virtual Try-On

Google’s virtual try-on tool is powered by cutting-edge generative AI. This system uses a technique called diffusion, which generates every pixel from scratch to produce high-quality, detailed images of clothing on real models. However, the transition from tops to dresses presented unique challenges. Dresses are more intricate garments that cover more of the body, with varying lengths, silhouettes, and details like floral prints and ruffles.

To overcome these challenges, Google developed a progressive training strategy that improves image quality by gradually training the AI model on higher resolution images, ensuring even the smallest details—like pleats or collars—are accurately represented.

Addressing “Identity Loss” in AI Modeling

One of the key challenges the team faced was the issue of “identity loss.” Because dresses cover a larger portion of the body, simply erasing and replacing the dress on a model often led to a distorted or inaccurate representation of the person wearing it. Google’s solution was the VTO-UNet Diffusion Transformer (VTO-UDiT), a technology designed to isolate and preserve the important features of the person wearing the dress. This results in a much more accurate portrayal of both the garment and the person modeling it.

Shopping the Latest Trends, Virtually

This September, Google’s virtual try-on tool will be a key feature during New York Fashion Week. Not only will you be able to see the latest collections from top brands like SIMKHAI, but you can also pre-order dresses directly after they hit the runway. For instance, following SIMKHAI’s September show, shoppers will have the opportunity to virtually try on and purchase select dresses from the collection straight from the runway.

A Step Forward for Retailers and Consumers

Google’s virtual try-on tool is not only beneficial for consumers but also for retailers. By reducing uncertainty about fit and style, it helps lower return rates and increases consumer satisfaction. Brands across the industry have already seen the benefits of this technology, as it allows them to showcase their products in a more interactive and personalized way.

With this latest update, Google is enhancing the online shopping experience, helping shoppers find exactly what they’re looking for with more confidence and ease.

By integrating AI into the shopping experience, Google is continuing to innovate and push the boundaries of e-commerce. With virtual try-on, the future of shopping is not only more convenient but also more personalized. Whether you’re preparing for the new fall season or browsing the latest runway trends, you can now shop with more certainty that your selections will be the perfect fit.