Google introduces AI Mode shopping tool with US rollout underway

Google has introduced a groundbreaking AI-powered shopping experience called AI Mode, designed to simplify and personalise every step of the online shopping journey. The new features combine Google’s advanced Gemini model with its Shopping Graph to create a smarter, more intuitive way for users to browse, choose and buy products online.

With over 50 billion product listings from global retailers to small local shops, the Shopping Graph offers users a comprehensive and up-to-date selection, refreshed every hour with more than 2 billion updates.

By tapping into this massive database, AI Mode helps users find the perfect item by combining visual inspiration, smart suggestions and reliable product data. For example, when a user searches for a cute travel bag, AI Mode understands the intent behind the query and returns a browsable panel of curated images and listings, customised to the user’s taste and needs, Google said in a blog.

If the search is refined further—such as looking for something suitable for rainy weather in Portland—AI Mode runs simultaneous searches to understand the ideal materials and features, then updates the product panel with relevant waterproof options.

Beyond browsing, Google is also enhancing how users make purchasing decisions. A new agentic checkout feature allows shoppers to track prices and complete purchases when the timing is right. After selecting a product’s size, colour and preferred price, users can tap ‘track price’ and receive notifications when the cost drops.

When ready to buy, tapping ‘buy for me’ triggers Google to automatically add the item to the cart and complete the checkout using Google Pay on the merchant’s website, making the buying process more seamless than ever. This feature will roll out across product listings in the US in the coming months.

The update includes a virtual try-on feature using personal photos. Google’s try-on tool has already helped shoppers visualise clothes on a range of model body types. Now, it takes a step further by letting users upload their own full-length photos to see how clothing items might look on them.

This experience is powered by a custom image generation model tailored for fashion, which accurately renders the way different fabrics fold, stretch and drape on various body shapes and poses. The result is a realistic try-on experience that helps shoppers confidently explore new styles.

This new virtual try-on feature is currently rolling out in Search Labs in the US and supports billions of apparel listings including shirts, pants, skirts and dresses. When browsing these items, users will see a ‘try it on’ icon on product listings. Once selected, the tool quickly renders the outfit onto the user’s uploaded image, making it easy to preview styles, save looks or even share them with friends for a second opinion.

Fibre2Fashion News Desk (HU)