Coinciding with its annual I/O developer conference, Google announced major updates to its AI-powered shopping tools, highlighting how artificial intelligence will reshape online shopping experiences. These new features, aimed at enhancing product discovery, personal recommendations, and streamlined purchasing, reflect Google’s growing investment in commerce technology.
Table of Contents
AI Mode Shopping Experience Coming Soon
Google’s new “AI Mode” is designed to revolutionize how people shop online by making the experience more visual, personalized, and intuitive. According to Lilian Rincon, VP of Consumer Shopping at Google, the AI Mode will feature smart guidance, visual inspiration, and access to reliable product data—all tailored to individual preferences.
Expected to roll out in the U.S. in the coming months, AI Mode combines Google’s Gemini AI model with its Shopping Graph and AI-enhanced Search to help users find the right products quickly. Originally tested in March via Search Labs, this feature is set to go public with access to over 50 billion product listings, with 2 billion listings updated hourly.
For example, a search for a travel bag using AI Mode will trigger a multi-layered query. Based on context, like traveling to rainy Portland, Oregon in May, AI Mode will analyze and recommend waterproof bags with functional features—like accessible pockets—tailored to that need.
Agentic Checkout for Seamless Purchasing
Another highlight is Google’s new agentic checkout system, designed to simplify online purchases. Users will be able to track price changes, set product preferences like size or color, and choose a spending limit.
Once a user decides to purchase, they’ll receive a price drop alert. Then, using a new “Buy for me” feature, Google will automatically complete the checkout on the merchant’s site using Google Pay, securely managing the entire transaction process in the background.
“Once you’re ready, confirm the details and tap ‘buy for me,’” Rincon said. “We’ll handle the cart and checkout securely on your behalf.”
Virtual Try-On Now Available for Shoppers
In a major step toward realistic online apparel shopping, Google has launched a virtual dressing room experience that allows users to upload their own photos and try on clothes digitally. Powered by a custom image generation model, the tool understands human body types and the behavior of various fabrics, offering a highly personalized preview.
This marks a significant upgrade from Google’s earlier generative AI tools, which only showed clothes on generic virtual models. Now, shoppers can use their own image, increasing confidence in how items will fit or look.
Available through Search Labs, the feature is currently launching in the U.S. on May 20, and includes items from major retailers like Levi Strauss & Co., which has partnered with Google for this initiative.
“This technology is the first at this scale,” Rincon noted. “It allows shoppers to digitally try on billions of clothing items from our Shopping Graph.”
Industry Support and Future of Online Retail
Retailers are optimistic about the possibilities. Priya Buening, Head of U.S. Ecommerce at Levi Strauss & Co., emphasized the role of innovation in improving the online shopping experience.
“As more people shop online, tools like Google’s virtual try-on help bridge the gap between physical and digital retail,” she said. “As Levi’s evolves into a complete denim lifestyle brand, we’re excited to partner with Google to help customers build their perfect look from head to toe.”
Levi Strauss, which ranks No. 155 on Digital Commerce 360’s list of top North American online retailers, sees this partnership as part of a broader strategy to innovate and better serve digital consumers.
Conclusion
Google’s latest AI shopping advancements—spanning AI-driven search, personalized product recommendations, agentic checkout, and realistic virtual try-on experiences—represent a bold move into the future of e-commerce. By combining large-scale data, AI, and user-centric features, the company is aiming to redefine how people discover, evaluate, and purchase products online.
As these tools begin rolling out in the U.S., they are expected to make online shopping faster, smarter, and more engaging—especially for style-conscious and convenience-driven shoppers.
