At Google IO 2025, Google unveiled an array of AI-enhanced features aimed at transforming the online shopping experience. Central to these advancements is a new visual panel accessible through Google Search’s AI Mode, designed to give shoppers personalized support and product visuals.
In AI Mode, users will receive tailored product recommendations based on their preferences. For example, if a consumer searches for a travel bag, the newly designed panel will display various listings and images that align with their tastes. The system can process more complex queries, like “bags suitable for a trip to Portland, Oregon, in May,” by executing parallel searches—termed “query fan-out”—to identify options that cater to specific conditions, such as waterproof materials.
As shoppers refine their searches, the visual panel dynamically presents updated choices that meet their criteria. Google plans to launch these features in the U.S. in the near future.
Another notable feature is an enhanced price tracking system, which will allow shoppers to select a product and specify their desired price range. Users can activate the “track price” button on product listings, receiving alerts when the product falls within their budget. Upon choosing to purchase, the user can simply tap a new “buy for me” option, allowing Google to automatically add the item to their cart on the merchant’s site and process the transaction using Google Pay.
Additionally, Google has introduced a virtual try-on feature that goes beyond merely displaying clothes on diverse models. Users can now upload a full-length photo of themselves in fitted clothing, enabling the AI to simulate how garments will fit and move on their bodies. This feature utilises advanced diffusion models to accurately represent the dynamics of fabric on real human forms.
The virtual try-on capability is currently available to users in the U.S. within Google’s Search Labs. Those who opt in will find a virtual try-on button for apparel items, enhancing their shopping experience with an option to share their outfits with friends or explore similar styles.
These innovative AI-driven features from Google stand to significantly impact the competitive landscape, challenging emerging startups focused on virtual shopping experiences, such as Doji and Vybe, while also competing with general AI chatbots like ChatGPT that have recently integrated shopping functionalities.
All these enhancements illustrate Google’s commitment to leveraging artificial intelligence to create a seamless and personalised online shopping environment, potentially reshaping how consumers interact with e-commerce platforms.
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