Google is bringing even more generative AI to its online shopping experience with a new feature called AI Mode, set to launch in the U.S. this fall. The tool will generate visual outfit and home decor ideas based on user descriptions, helping shoppers discover real products that closely match what they have in mind. Alongside this, Google is also rolling out a virtual try-on tool that lets users see how clothes would look on them using a personal photo.

Instead of relying solely on text search, AI Mode will offer AI-generated images to better guide product recommendations. For example, if someone searches for “a green flowy dress for a garden party,” the AI will produce a series of imaginative dress renderings in different styles. From there, Google will match those visual cues to real-world items available for purchase online.

This approach aims to turn shopping inspiration into action — offering a smarter alternative to platforms like Pinterest, where users often admire images without a clear way to buy the actual products. Still, it’s worth noting that the images generated by AI Mode are not real items. That means users might fall for a look that doesn’t yet exist as a purchasable product.

Meanwhile, for those looking for something more immediate, Google is expanding access to its virtual try-on feature. Originally introduced through Search Labs, it’s now available directly in Search, Google Shopping, and Google Images results. Shoppers can tap on the “try it on” icon when viewing clothing items, upload a full-body photo, and see a realistic preview of how that item would look on them.

By combining visual generation and personalization, Google hopes to make online shopping more intuitive, interactive, and satisfying for users who want more than just scrolling through endless product photos.

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