Google Shopping has included a new dress category to its generative-AI powered virtual try-on feature, which is currently available for US shoppers.

The move comes as the company seeks to further enhance its search engine’s ability to improve online shopping and personalisation through the push of AI.

Aiming to replicate the in-store fitting room experience, the AI-powered try-on feature helps US shoppers understand how clothes will fit on them by looking at how they look on a variety of real models, providing a clearer idea of their potential right fit without having to physically try on clothes.

The new AI technology shows how clothing drapes, stretches and folds on a range of body types, sizes and skin tones, spanning sizes from XXS to XXXXL.

Google said that models can be selected by choosing from a range of ethnicities, skin tones, and body types for a more accurate preview on how a garment will look on them before purchasing the product.

To develop the new tool, Google said it created a specific generative AI technology using a technique based on diffusion, which is able to generate every pixel from scratch to produce high-quality, realistic images of clothing items on models.

Launched last year, the virtual tool was initially available for tops only. With the new dress category being introduced, the tool has also expanded to thousands of brands including SIMKHAI, Boden, Staud, Sandro and Maje.

Google said the tools aims to make the shopping experience more inclusive, after the tech giant last year published findings which found that 42 per cent of online shoppers didn’t feel represented by images of models, while a further 59 per cent felt dissatisfied with an item they shopped for online because it looked different on them than expected.

Google claims the new AI powered tool can improve retailers’ sales as they receive interest from customers who are more informed and confident about their choices.

“Virtual try-on images on Search receive 60 per cent more high-quality views, and on average, people try on clothes using four models per product,” Google said. “Shoppers are also more likely to visit a brand’s site after viewing virtual try-on images.”

The technology initially featured a smaller range of well-known brands for shoppers to review, including Anthropologie, Everland, H&M, and LOFT.

In addition to that, the tech firm also introduced new filters that implement machine learning and matching algorithms to refine online users’ product searches.

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