Google records more than 1 billion shopping instances every single day. More than half of the users engaged in these shopping expeditions note their trouble finding specific clothing items they want or keeping up with new beauty trends. These are the sorts of purchases that, traditionally, required in-person interactions, to test for their fit, feel, and sizing. To address their concerns, as well as combine the convenience of online retailing with the information gained through in-person shopping, Google has introduced some new artificial intelligence (AI) tools.

In particular, Google Vision Match promises to pair customers’ descriptions of the items they are seeking with matching products, more accurately and quickly. The company is also working to develop a means to offer shoppers a broader selection, including more affordable options, on customized pages that feature deals available in the moment. Plans to update its product discovery pages indicate that Google will leverage real-time consumer data to help customers prioritize their purchases.

It also has developed virtual digital mirrors to allow buyers to test makeup products from top brands, including Dior, Pat McGrath, and CoverGirl. Once they’ve chosen their cosmetics, shoppers can move on to enter virtual fitting rooms for popular clothing items. The advanced technology depicts an expanded range of size-inclusive models, aiming to represent a variety of body types. Thus, users can see how certain styles of jeans or tops will look on bodies between XXS and XXL.

The usefulness of these tools is undeniable. But it’s always worth remembering that the concerns raised in relation to previous iterations of AI-enabled tools remain applicable here. The product suggestions and deal pages are powered by vast amounts of product information, obtained from sellers and consumers, often without their full knowledge or consent. The virtual try-on options also raise serious privacy concerns, in that people regard information and data about their faces and bodies as deeply personal information.

Google still wants to be at the leading edge of any such technologies though, so as consumers gain more experience with these tools, the information they gather, and the offerings they provide, the tech giant is likely to keep adjusting its approach too.

Discussion Questions

1. Why is Google engaging in these technological developments, instead of a more conventional retailer?
2. What other types of information might technology be developed to provide to shoppers? For example, could it help them assess the feel of a piece of fabric?

Sources: Xanayra Marin-Lopez, “Google Shopping Gets Smarter with a Suite of AI Tools,” Retail Dive, March 13, 2025; Anu Adegbola, “Google Shopping Unveils AI-Powered Fashion and Beauty Features,” Search Engine Land, March 5, 2025; Vidhi Choudhary, “Google Adds New AI Tools to Make It Easier to Shop for that Perfect Look,” Retail Brew, March 5, 2025.