Google launched new immersive shopping features on Wednesday, March 5, to improve the way customers buy fashion and beauty products and facilitate the realization of their ideas. Google is making it easier for customers to identify things that fit their own styles by utilizing its sophisticated artificial intelligence (AI) algorithms and Shopping Graph. This gives users greater confidence when making judgments about what to buy.
For business owners, particularly those in the eCommerce, retail, and beauty sectors, Google’s most recent launch of AI-powered shopping tools is revolutionary. Because these upgrades make it simpler for customers to search for, try on, and buy things online, businesses that adopt these new features stand to gain a competitive advantage in the digital marketplace, as well as more sales and better customer experiences.
Vision Match, one of the new features, lets users describe any garment, and AI image generation will show product suggestions that match the description. This feature, which helps consumers close the gap between an idea and a purchase, was previously only offered as an experiment but is now available to all mobile users in the United States.
In a blog post published on Wednesday, Rincon stated that customers who are trying to discover a garment can click on the “Can’t find it? Create it” prompt, and “from there, we’ll suggest some ideas to get you started and you can further refine your vision and browse products you can buy. You can also find Vision Match by navigating to the left-hand panel in the Shopping tab and tapping Create & Shop.”
Rincon brought attention to how difficult shopping can be, as customers must conduct thorough searches to find particular things. Google, as opposed to TikTok and Pinterest, emphasizes greater personalization by utilizing generative AI and Google Lens to assist consumers in finding and experimenting with new brands.
Apart from enhancing the fashion shopping experience, Google is also extending its virtual beauty features to enable consumers to test out makeup looks before making a purchase. It might be annoying to imagine how things will look, as over half of Americans search for makeup inspiration online, according to Rincon.
She noted that customers may virtually put on a variety of beauty items, thanks to Gemini models and the newest advancements in augmented reality (AR). Users can try out new beauty trends or looks influenced by celebrities, thanks to this tool. Customers may try on items like neutral eyeshadows, rosy blushes, and lip glosses by searching for phrases like “spring makeup” or “soft glam” on their phones.
“When you search on mobile for certain celebrity makeup looks or terms like ‘spring makeup,’ you can try on products inspired by that look,” Rincon wrote. “For example, searching ‘soft glam’ might offer you a selection of neutral eyelashes, a rosy blush, and a subtle lip gloss, all applied virtually to your face. Just tap ‘See the looks on you’ when browsing on mobile and click ‘try it on’ to get started.”
As per Rincon, Google’s virtual try-on tool has been extended to include dresses, skirts, and pants, giving customers the ability to see a greater variety of garments on models with different body sizes, ranging from XXS to XXL. For a more precise fit, the tool now shows entire ensembles, including tops and shoes, thanks to machine learning technology. This feature, which is accessible on desktop and mobile devices, enables customers to experiment with styles that fit their preferences.
“To improve length accuracy and brand styling, we’ve updated our machine learning models to generate the full look from the matching top all the way to the shoes the model is wearing,” Rincon wrote. “This feature is rolling out to shoppers to bring more visual inspiration to your shopping journeys on Google, helping you better visualize how items fit your style so you can feel more confident when you buy something.”
Virtual try-ons and Vision Match are two AI-powered features that provide a level of personalization that enables customers to more effectively visualize and select products that complement their style, making the buying experience simpler and more pleasurable, Rincon continued.
Customers now preview how products appear on them before making a purchase, thanks to Google’s expanded AI-powered virtual try-on for apparel and beauty.
How You Benefit: Including your products in Google’s virtual try-on experience might increase conversion rates and decrease returns if you offer fashion or beauty goods.
Customers can describe and visualize their ideal products with the help of the new AI image generation for shopping, which then compares them to actual objects.
How You Benefit: Adding clear images, thorough descriptions, and AI-friendly keywords to your product listings will help your things show up in AI-generated search results, whether you offer clothing, accessories, or home décor.
More body types and styles are now supported by Google’s enhanced virtual clothing fit, which enables buyers to see how goods will fit before making a purchase.
How You Benefit: Clothing retailers may boost customer confidence and decrease size-related returns by integrating with Google’s AI shopping tools.
Google Shopping’s search and product recommendations powered by AI are making it an even more potent marketplace.
How You Benefit: You can boost discoverability and organic traffic to your business by making sure your products are correctly indexed in Google Shopping (with detailed product descriptions, high-quality photos, and the right categories).
Businesses that use AI shopping tools will draw in more interested, ready-to-buy clients as these tools develop. To stay ahead of the competition, now is the perfect moment to adapt your approach to AI-powered shopping trends, whether you own an eCommerce business, fashion store, or beauty brand.
Google says that customers will start receiving this update today.
With more people shopping online, these are some interesting applications of generative AI that offer more immediate, useful benefits. Learning how these new features operate and how to match your items with them is absolutely worthwhile for marketers in related fields.
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