Google Shop with AI: Price Tracking, Virtual Try-On & More

Google Enhances Online Shopping with New AI Features

During Google I/O 2025, Google unveiled a suite of AI-driven enhancements designed to revolutionize the online shopping experience. These include an innovative visual panel within Google Search’s AI Mode, personalized price tracking with automated checkout capabilities, and the introduction of virtual try-on technology.

AI-Powered Shopping Experience in AI Mode

The updated shopping experience is being integrated into AI Mode, providing shoppers with product visuals and intelligent guidance powered by comprehensive product data.

For example, a search for a “travel bag” will now display a curated panel of listings and images tailored to the user’s preferences. This allows for effortless browsing and discovery.

Furthermore, the AI Mode can process complex, specific queries. A request like “bags suitable for a trip to Portland, Oregon, in May” triggers a “query fan-out,” running multiple searches simultaneously to identify options ideal for both extended travel and potential rainfall.

The displayed options are then refined to showcase waterproof bags and those offering convenient pocket access.

As shoppers refine their searches or apply additional filters, the visual panel dynamically updates to reflect the new criteria. Google anticipates these features will become available in the U.S. within the coming months.

Agentic Checkout and Price Tracking

A new price tracking feature, coupled with agentic checkout, is also slated for release soon.

Users will soon be able to activate “track price” on any product listing within Google Search. They can then specify desired attributes like color and size, and define a target price for the item.

Google will monitor the price and issue a notification when it reaches the specified amount. Upon confirmation, shoppers can utilize a “buy for me” option to complete the purchase.

Selecting this option adds the item to the merchant’s shopping cart and leverages the user’s Google Pay information to finalize the transaction securely.

Initial rollout of this functionality will be limited to product listings within the United States, according to Google.

Virtual Try-On Technology

Google is also introducing a virtual try-on feature for clothing.

Previously, Google’s virtual try-on capabilities focused on displaying items on models of diverse body types. Now, users can visualize clothing on themselves by uploading a full-length photograph taken in well-lit conditions while wearing fitted attire.

The system employs a novel diffusion model for fashion, enabling it to accurately understand human anatomy and simulate how different fabrics will drape and stretch on various body shapes.

This virtual try-on feature is currently accessible to users in the U.S. through Google’s Search Labs. Opting in reveals a virtual try-on button alongside product listings for shirts, pants, skirts, and dresses. Users can share their virtual looks with friends or explore similar styles.

Impact on the Competitive Landscape

Google’s new AI shopping technologies are poised to present a challenge to existing startups in the field.

Companies such as Doji (backed by Thrive) and Vybe (backed by Stellation Capital) are actively developing virtual try-on solutions. Meanwhile, firms like Daydream, Cherry, and Deft are utilizing AI to enhance product discovery.

Furthermore, general-purpose AI chatbots, including ChatGPT and Perplexity, have recently integrated shopping features into their platforms.