Google is transforming its shopping experiences online. It recently announced a suite of new AI tools designed to improve its searchability and shopping experience at I/O conference.
The tech behemoth is set to roll out AI search tools with its new AI mode shopping experience, which will launch to all US users.
By leveraging Google’s Gemini Model, shoppers can browse for inspiration and narrow down their selection of products.
Lilian Rincon, VP of Consumer Shopping Product at Google, said: “We have been on this journey of transforming shopping with AI over the last few years, and these announcements are about improving, with AI, everything from inspiration to consideration with the evolution of our virtual try-on technology, and at the end of the journey, purchasing with agentic checkout.”
Other features include automatic checkout, a price-tracking feature, and a virtual try-on tool where shoppers can upload photos of themselves and try on different clothes.
The virtual try-on tool is set to be deployed soon and will be the first technology of its kind.
Rincon added: “Two years ago, we introduced virtual try-on that allows you to choose a model that represents you and then see what that product will look like on that model.
“But we’ve heard a lot from consumers and also from merchants that the thing everyone really wants is to be able to try something on yourself.”
Retailers in the US are doubling down on AI investments, with retailers spending an average of $400k on AI tools in 2024.
Despite Google being bullish on ramping up its suite of AI-driven tools, customers are growing concerned about the use of AI in the retail industry.
A recent survey revealed that 71% of US consumers are uneasy about AI-driven tools used in retail.
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