Dive Brief:
- Google’s virtual try-on tool now allows shoppers to try on shoes, according to an Oct. 8 announcement.
- The new shoe try-on feature uses “state-of-the-art AI” to understand shapes and depths as well as preview how shoes will look on users’ feet, the company said.
- Google will also expand its virtual try-on tech to Australia, Japan and Canada in the coming weeks.
Dive Insight:
Shoppers now can virtually try on everything from heels to sneakers.
To use the feature, users can tap on any product listing on Google, select the “try it on” button and upload a full-length photo of themselves. The tool will then generate an image of how the shoes may look on them.
As Google adds a new product category to its virtual try-on tool, the company has tracked an uptick in engagement. Consumers who’ve virtually tried on products from Google listings have been sharing their try-on images more than typical product listings, the company said.
Google first introduced its virtual try-on tool in 2023, initially enabling users to preview tops. Last year, the company expanded its virtual try-on service to include dresses. Earlier this year, Google introduced AI Mode to allow shoppers to use their own photos to virtually try-on items, find the best prices and curate recommendations.
Beyond deploying AI for its shoe try-on tool, Google has also been using the technology to help shoppers discover products. Last year, the company began integrating AI into its Google Shopping tool to generate product recommendations, personalized feeds and advice for shoppers.
Brands using virtual try-on tech reported that their sales conversion more than doubled after implementing the technology, according to an AI trends report from virtual try-on provider Perfect Corp. Nearly 40% of experts said virtual fitting rooms and try-ons were the ideal way to bridge the gap between digital and physical retail experiences.
