With the launch of its virtual try-on feature, Google is bringing generative AI to fashion retail in a practical way. The feature, now live in the U.S., lets shoppers use their own photo to see how garments would look on their body in real time.

Once users upload a full-body image, Google’s AI technology renders a lifelike visualization of the selected apparel. It’s available across Search, Shopping, and Image results and is designed to personalize and simplify the shopping process.

Beyond virtual try-on, Google is expanding its Shopping Graph with smarter price alert systems and is set to debut a visual discovery engine for outfits and room design later this year. This will give users more contextual ways to browse and shop.

The Doppl app, a separate but related Google initiative, uses the same AI to let shoppers experiment with outfit ideas and even generate video previews. These tools show Google’s broader strategy to dominate AI-powered commerce.