What: Google is utilising AI to allow US-based users to view clothing on a selection of models in a virtual fitting room.

Why it is important: Google is rolling out this feature as a response to the increasing demand for hybrid ways to shop online, as Google reported that 59 percent of shoppers felt dissatisfied with an item they shopped for online because it looked different on them than expected.

Now, through the feature, customers can select models that range in sizes XXS to 4XL and represent different skin tones, body shapes, ethnicities and hair types.

Google said that the generative AI model also has the ability to take an item of clothing and accurately reflect how it would drape, fold, cling, stretch and form wrinkles on the body.

Alongside this, the platform’s new guided refinements can help shoppers fine-tune products, with machine learning and visual matching algorithms in place to refine inputs like colour and style.

Google unveils AI-powered try-on feature for clothing 

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