The world of online shopping is about to undergo a revolutionary change thanks to Google’s latest development in artificial intelligence. One of the biggest challenges in online shopping is trying to determine whether the clothes you’re interested in will actually fit you. While some brands have begun using models with more diverse body types, the guessing game still remains, often resulting in a high number of returns. But now, Google has announced a solution to this problem using generative AI.
Starting now, brands running ads for women’s or men’s shirts on Google will have the ability to show shoppers how the products look on dozens of different real models, without having to take additional photos. By simply typing in a specific item of clothing on Google’s search engine, a clickable gallery will appear, showcasing the item on models with various skin tones and body types. This new feature aims to give consumers a better idea of how a shirt will look on them or the person they’re shopping for.
“This technology is intended to give people browsing for clothes a better idea of how a shirt will look on someone who resembles them or the person they’re shopping for,” says Matt Madrigal, Vice President of Merchant Shopping at Google. The technology works by combining product images from the merchant with existing photos of models using AI. The result is an innovative way to enhance the online shopping experience, providing consumers with a more accurate representation of how the clothes will fit and look.
While this feature is currently limited to shirts, Google plans to expand it to other types of apparel in the future. As of now, the company has not provided a timeline for when this expansion will take place. Nonetheless, this recent development demonstrates Google’s commitment to improving the online shopping landscape and utilizing AI for the benefit of both consumers and brands.
Google has been investing heavily in generative AI technology to enhance its core online advertising business. With shopping becoming a major focus area, the company is determined to stay competitive in a market that has seen some advertisers shift their ad dollars to Amazon. Additionally, Google faces increasing competition from TikTok, which has become a popular platform among younger consumers for product searches.
As part of its efforts to adapt to changing consumer preferences, Google has also announced other generative AI shopping tools. One of these tools will allow brands to link short-form videos to their advertisements on Google’s search engine, helping to cater to the growing video-based shopping habits of Generation Z. Another tool enables companies to create entirely new, AI-generated product images based on their brand identity and earlier marketing campaigns. This tool allows brands to easily generate engaging imagery without the need for expensive graphic designers, photographers, and models.
While AI-generated advertising is becoming more prevalent, there are questions regarding how consumers will respond to it. Some fashion brands have faced backlash from customers after experimenting with artificial intelligence in their marketing strategies. However, for smaller e-commerce companies, the potential benefits of using AI may outweigh the risks. Shannon Smyth, the founder of A Girl’s Gotta Spa!, has been using Google’s AI image tools and believes they have helped her stay visually appealing to customers and potential customers.
Only time will tell how consumers will perceive AI-generated ads. Nevertheless, Google’s innovative approach to using AI in online shopping offers exciting possibilities for the future, providing a more personalized and accurate shopping experience for consumers.
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