Virtual Change Room

Shopping online about to get real(er)? Google's new AI tech lets you see how clothes REALLY look on different body types. Is this the end of the gamble for online fashion shopping? Stay tuned…

Google Uses AI to Show Shoppers How Clothes Fit Different Body TypesOnline shopping can be a gamble, especially when it comes to figuring out how clothes will actually fit. Google is rolling out a new solution that uses artificial intelligence (AI) to help shoppers visualise how items will look on different body types. We’ve seen virtual try-on for glasses- yes?
Seeing Clothes on Diverse Models
Previously, brands might showcase clothing on a limited number of models, making it difficult for shoppers to imagine how the clothes would look on them. Now, brands can pay Google to generate images featuring the clothing on a variety of models with different skin tones and body types. This can be done without the need for additional photo shoots.
For example, searching for "eyelet crop top" on Google could display an ad with a gallery showing the top on various models. This should give shoppers a better idea of how the garment might look on them or someone they're shopping for.
AI-Generated Shopping Tools
This new ad format is an extension of a free virtual try-on tool Google introduced recently. It utilises AI to combine product images with existing model photos. Google is also experimenting with other AI-powered shopping tools:

• Short-form video ads: Brands can link short videos (like those used by influencers) to their Google search engine ads. AI will then generate text summaries of the videos.
  
• AI-generated product images: Businesses can create entirely new product images based on existing photos. For instance, a homeware company could combine a picture of a candle with an image of a beach to create a new image.
  

Benefits and Potential Drawbacks
These AI tools can save businesses time and money on professional photography, graphic design, and models. However, there are potential drawbacks:

• Accuracy: If the AI-generated images aren't realistic, it could disappoint shoppers.
  
• Impact on Creative Jobs: The reliance on AI might reduce the need for photographers, stylists, and models.
  
• Consumer Perception: Some consumers might find AI-generated advertising inauthentic.
  

The Future of AI in Online Shopping
Despite these concerns, AI-generated advertising is becoming more common. Both Google and its competitors are offering similar tools. Whether this translates to increased ad spending remains to be seen. However, for smaller businesses, the potential benefits of AI may be significant.

​