Google’s Latest AI Shopping Features

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In March 2025, Google made a bold move in the world of online retail by introducing three groundbreaking AI-powered features aimed at revolutionizing how consumers shop on the internet. As the digital marketplace grows increasingly competitive, personalization and interactivity have become key components of a successful shopping experience. Google’s latest innovations are specifically designed to address this shift by offering users a smarter, more visually immersive way to discover and try products online.

Whether you’re a curious online shopper looking for a more intuitive experience or an e-commerce business owner seeking to improve visibility and conversions, these updates could significantly impact how you engage with and benefit from Google’s shopping ecosystem. This blog explores Google’s new AI features and provides actionable tips to help you leverage these tools for better SEO and online performance.

A New Era in AI-Powered Shopping

The integration of artificial intelligence in e-commerce has been steadily progressing over the past several years. From smart product suggestions to dynamic pricing and chat-based customer service, AI has played a critical role in optimizing the online shopping journey. With the latest update in March 2025, Google further advanced this transformation by launching three innovative AI shopping features:

AI Image Generation for Apparel
Virtual Try-On (VTO) for Clothing
AR Beauty Try-On

These features are embedded directly into Google Shopping and Search, seamlessly enhancing the user’s path from inspiration to purchase. The focus? Making shopping more visual, interactive, and personalized than ever before.

Let’s dive deeper into each of these features and explore how they’re shaping the future of e-commerce.

1. AI Image Generation for Apparel

Imagine being able to type in a fashion concept and immediately see it come to life—even if that exact product doesn’t yet exist. With Google’s AI image generation for apparel, this is now a reality.

How It Works

Shoppers can enter specific descriptions into Google Search, such as:

“Colorful quilted spring jacket”
“Boho maxi dress with floral pattern”

Google’s AI then processes the input and generates photorealistic images that reflect the described style. Once the user selects a preferred design, the system cross-references real-time product data and presents shoppable results that visually match the AI-generated concepts.

Benefits for Shoppers

Visual Precision: Instead of endlessly browsing through irrelevant options, users can start with a mental image and let Google generate a near-perfect visual match.
Creative Exploration: This tool is especially helpful for fashion-forward consumers who are seeking inspiration or exploring new trends that haven’t yet made it to mainstream retailers.
Time-Saving: Reduces friction in the search process and gets users closer to purchase-ready options faster.

2. Virtual Try-On (VTO) for Clothing

Trying on clothes has always been a crucial part of the shopping process. For many, it’s the deciding factor between making a purchase or walking away. While brick-and-mortar stores offer fitting rooms, online shoppers often miss that essential step—leading to uncertainty, poor fit, and an increased rate of returns. Google addresses this longstanding e-commerce challenge by significantly enhancing its Virtual Try-On (VTO) capabilities for clothing in 2025.

How It Works

When browsing clothing items through Google Shopping, users will now see a “Try On” icon next to eligible products. By clicking this icon, shoppers can visualize how the garment would look on a realistic model that closely mirrors their own body type. Google offers a wide range of model representations—spanning sizes from XXS to 4XL—each showcasing different heights, shapes, and skin tones.

This approach isn’t just about size; it’s about providing a realistic and inclusive representation that helps consumers better understand how an outfit might appear on their unique body type. By combining machine learning with lifelike imaging, Google creates a shopping experience that’s both highly personalized and visually accurate.

Benefits for Shoppers

Increased Confidence: Shoppers no longer need to imagine how an outfit will fit them—they can see it for themselves on a model with similar body dimensions. This leads to more confident purchasing decisions and greater satisfaction with online orders.
Reduced Returns: Sizing issues are one of the main reasons for returns in fashion e-commerce. With VTO, customers are more likely to choose the right size and fit the first time, reducing the burden of returns for both the customer and the retailer.
Inclusivity & Representation: Google’s VTO feature stands out for its inclusive approach, showcasing diverse body shapes, sizes, and ethnicities. This fosters a more body-positive environment where all shoppers feel seen, valued, and represented.

For retailers, this technology also opens up opportunities to connect more authentically with their customer base. Inclusive try-on tools can increase engagement, build trust, and even improve conversion rates.

3. AR Beauty Try-On

While Google has previously introduced augmented reality (AR) features in the beauty space, 2025 marks a major expansion of its capabilities. The new and improved AR Beauty Try-On tool delivers an even more immersive and personalized experience for shoppers looking to test makeup products virtually.

How It Works

Using the camera on their smartphone or device, users can virtually “try on” a wide range of beauty products directly through Google Search or Shopping. This includes essentials like:

Foundation
Lipstick
Blush
Eyeshadow

Thanks to a combination of advanced AI and AR blending technologies, the results are impressively realistic. The system adapts to a user’s skin tone, lighting, and facial contours to produce true-to-life renderings of each product in action.

Benefits for Shoppers

Try Before You Buy: One of the biggest frustrations in online beauty shopping is not knowing how a product will look once applied. With AR Beauty Try-On, users can experiment with multiple shades and formulas without committing to a purchase—minimizing waste and maximizing satisfaction.
Personalized Recommendations: Google’s AI can suggest products based on skin tone, undertone, facial features, and even personal style preferences. This smart integration transforms the shopping journey from generic to deeply tailored.
Shop from Anywhere: The convenience factor is a huge draw. Whether lounging at home or on a break at work, users can access this tool anytime, anywhere—making beauty shopping more accessible than ever.

Why These Features Matter for E-commerce Businesses

Google’s latest AI-powered shopping features aren’t just built for enhancing consumer convenience—they also present a golden opportunity for e-commerce businesses to elevate their digital presence, drive more traffic, and convert shoppers with greater ease. These tools represent the next evolution in online shopping, where artificial intelligence meets visual discovery, and personalization becomes the norm.

For e-commerce brands and retailers, this means that staying ahead of the curve involves more than just listing products online. Businesses now need to align their content strategy, technical setup, and SEO efforts with how Google’s AI systems process, interpret, and display product information.

With AI-generated images, virtual try-ons, and AR integrations becoming an active part of the shopping journey, those businesses that are prepared to optimize for these tools will naturally stand out. The key lies in building a visually rich, search-optimized digital storefront that communicates effectively with both consumers and Google’s algorithms.

So how can your business tap into the potential of these features? Let’s explore the SEO and content strategies that will help you gain maximum visibility and engagement from Google’s AI-powered shopping tools.

SEO Optimization Strategies for Google’s AI Shopping Features

1. High-Quality Visual Content

Since Google’s AI tools—such as AI image generation and AR try-ons—depend heavily on visual data, the quality and clarity of your product imagery are critical. Superior visuals don’t just appeal to human shoppers; they also make it easier for Google to understand and index your products correctly.

Professional Product Photography

Invest in high-resolution, well-lit product photos that reflect true colors and textures.
Capture images from multiple angles, including front, back, side, and detailed close-ups.
Consider lifestyle imagery that shows your product in use, helping customers visualize it in real-world scenarios.
Ensure consistency across your catalog for a polished, brand-aligned look.

3D Models & AR Assets

Create 3D representations of products, especially for clothing, footwear, accessories, and beauty products.
Use AR-friendly platforms to design models that are compatible with Google’s AR try-on functionality.
Make sure these assets load efficiently on both desktop and mobile devices. Compress files where necessary without compromising quality to maintain fast page speeds.

Optimized Image Metadata

Search engines rely on metadata to “see” and understand visual content. Every image on your website should include clear, descriptive metadata that aligns with what users might search for.

File Names: Rename image files using descriptive, keyword-rich formats. For example, instead of “IMG1234.jpg,” use “blue-cotton-wrap-dress.jpg.”
Alt Text: Provide detailed and accurate alt text for each image. For instance, “Boho-style maxi dress in floral print with long sleeves, ideal for spring events.” This not only improves accessibility but also increases your chance of appearing in visual search results.
Structured Data: Implement schema markup (especially for products) to help Google understand your content better. Use Product, Offer, and AggregateRating schemas where applicable to enhance your listings in Search and Shopping.

2. Comprehensive Product Descriptions

When it comes to boosting visibility on Google Shopping and improving the online shopping experience, comprehensive product descriptions are key. They serve a dual purpose: helping users make informed buying decisions and assisting Google’s AI in accurately indexing and matching your products with relevant search queries.

Include Detailed Attributes

A robust product description doesn’t stop at a catchy phrase—it goes deep into the specifics. Include a range of descriptive attributes to paint a complete picture of your product. This includes:

Material (e.g., cotton, denim, leather)
Color (e.g., sage green, navy blue)
Size and Fit (e.g., oversized, slim fit)
Style (e.g., A-line, cropped, boho)
Pattern (e.g., floral, striped, solid)
Season and Occasion (e.g., summer wear, office-ready, wedding guest attire)

Example:
“This high-waisted A-line skirt features a lightweight cotton blend, a romantic floral print, and a discreet side zipper, making it a flattering and breathable choice for warm summer days.”

Not only does this kind of detail help users visualize the product, but it also gives search engines more context—improving your ranking in relevant queries.

Use Structured Data Markup

Structured data, like schema.org markup, helps Google understand the information on your product pages and display it as rich results in search. Implementing structured data can significantly boost visibility in search results and increase click-through rates.

Use schema.org/Product to highlight key product information such as:

Price
Availability (in stock, limited, out of stock)
Review Ratings
Size Range
Color Options

To ensure everything is implemented correctly, use tools like Google’s Rich Results Test. Proper markup enhances your listings with visual cues like star ratings, price ranges, and availability—giving users more confidence to click through.

3. Target Long-Tail and Conversational Keywords

Search behavior is shifting. Today’s shoppers use natural, conversational language—especially with the rise of voice search and AI-driven assistants.

Use Long-Tail Descriptions

Instead of focusing solely on generic terms like “lipstick” or “jacket,” aim for long-tail keywords that reflect user intent. These tend to be less competitive and more conversion-friendly.

Examples:

“Flowy linen shirt for summer travel”
“Matte lipstick for olive skin tone”
“Try-on denim jacket for petite body types”

These specific phrases align more closely with how people describe products in real life, improving your chances of ranking for niche, high-intent searches.

Optimize for Voice Search

With the rise of smart speakers and voice-enabled shopping, your content should also cater to spoken queries. Adding an FAQ section on your product pages is a great way to do this.

Example FAQ:
Q: “What size should I order if I’m 5’4 and 140 lbs?”
A: “Based on your height and weight, we recommend a size medium in this fit.”

This strategy not only boosts SEO but also builds trust and reduces hesitation during the buying journey.

4. Promote Virtual Try-On Capabilities

If your products support AR or virtual try-on (VTO) technology, make sure it’s impossible to miss. This feature enhances user confidence and helps reduce returns—two major wins for any online retailer.

On-Page Indicators

Use clear visual markers such as:

“Try It On Virtually”
“View in AR”
“See It On You”

Place these near the main product image or the “Add to Cart” button so shoppers notice them early in their journey.

Mobile Optimization

Since most AR and VTO tools are accessed via smartphones, your mobile experience needs to be seamless. Prioritize:

Fast-loading mobile pages
Fully responsive design
Simple navigation optimized for thumb use

A well-optimized mobile VTO experience can drastically improve engagement and conversion rates.

5. Improve Product Discoverability

Even the best product won’t sell if users can’t find it. Improving discoverability is critical—especially in an AI-first shopping ecosystem that relies heavily on visual data and structured content.

Categorization & Tagging

Ensure your product hierarchy is logical and consistent. For example:

Women > Dresses > Midi Dresses > Floral
Men > Accessories > Watches > Smartwatches

Use descriptive tags for key features such as:

Sleeve type (e.g., cap sleeves, bell sleeves)
Neckline (e.g., V-neck, halter)
Finish (e.g., matte, glossy for makeup)

Visual Search Tools

If your e-commerce platform supports visual search, take full advantage. Tools that let users search by uploading images can increase product matches and conversions. Analyze user interactions to refine your tagging and description strategy further.

6. Encourage User-Generated Content (UGC)

As Google continues to lean heavily into visual-first search experiences, user-generated content (UGC) has never been more important. Google’s AI is designed to recognize and prioritize authentic, diverse visuals that reflect real-world use of products. When your customers contribute content, they not only enrich your website and product pages—they also improve your chances of appearing in Google’s AI-driven search results.

Visual Reviews & Try-On Photos

Encourage your customers to upload real-life photos of themselves using or wearing your products. These visuals add an invaluable layer of trust, credibility, and relatability to your product pages. Whether it’s a selfie in a new outfit or a photo of your product in action, these images resonate with potential buyers far more than polished, studio-shot photos.

Feature the best customer-uploaded visuals prominently on your product pages.
Showcase top reviews with high-quality images to build confidence and reduce hesitation from prospective buyers.
Add filters or tags like “Real Customer Photos” to make UGC more accessible and engaging.

Incentivize Participation

Getting customers to contribute UGC requires a little motivation. Implementing a rewards system can significantly increase participation and create a cycle of valuable content creation.

Offer loyalty points, exclusive discounts, or free shipping on future purchases in exchange for uploading a review with a photo.
Run seasonal contests or giveaways for the best photo submissions.
Highlight featured contributors on your homepage or social channels, creating a community-driven shopping experience.

The more diverse and plentiful your visual UGC, the more signals you send to Google that your content is engaging, relevant, and trustworthy—boosting your performance in visual search results.

7. Technical SEO Considerations

While front-facing content is critical, your technical SEO foundation plays an equally essential role in ensuring your site’s visuals and interactive elements are discoverable and perform flawlessly. Google’s AI and search crawlers rely on a well-structured, fast, and mobile-optimized website to index and display your content effectively.

Page Speed

A slow-loading site can tank your rankings, particularly when it comes to image-heavy and interactive content like AR or VTO tools.

Use image compression tools to reduce file sizes without compromising quality.
Implement lazy loading, which delays loading of off-screen images until users scroll down to them.
Minify JavaScript, CSS, and HTML files to reduce load times and enhance performance.

Fast-loading pages not only boost SEO but also enhance user experience—especially on mobile.

Mobile-First Design

Since Google uses mobile-first indexing, your mobile site is the primary version Google considers for ranking. Ensuring optimal mobile performance is non-negotiable.

Use responsive design to adapt content and visuals across different screen sizes.
Test your site using Google’s Mobile-Friendly Test tool to catch usability issues.
Keep critical product visuals, buttons, and CTAs front and center on smaller screens.

Proper Indexing

Make it easy for Google to discover and understand your visual content and product data.

Ensure your product images, AR assets, and interactive features are crawlable.
Use structured data markup (Schema.org) to highlight product details, reviews, availability, and pricing.
Maintain a comprehensive XML sitemap that includes images and other key assets, and regularly submit it through Google Search Console for visibility.

With these technical best practices, your site becomes not just visually engaging—but also structurally optimized for Google’s AI-powered shopping experience.

Conclusion: Prepare for the Future of Shopping Today

Google’s March 2025 updates signal a bold shift toward a more personalized, immersive, and interactive e-commerce environment. With AI-generated apparel visuals, virtual clothing try-ons, and augmented reality beauty tools, shoppers now expect digital experiences that mirror real-life interactions.

For businesses, this isn’t just a technological novelty—it’s a competitive edge.

To succeed in this new landscape:

Embrace user-generated content that aligns with authentic customer experiences.
Invest in AR and 3D visualization tools that let your products shine.
Fine-tune your technical SEO to ensure discoverability and performance.

The future of online shopping is visual, AI-powered, and consumer-first. Those who adapt early will not only improve their visibility in Google Search but also build stronger, trust-based relationships with modern shoppers.

In short: Start optimizing today to stay ahead of tomorrow.

Tuhin Banik

Thatware | Founder & CEO

Tuhin is recognized across the globe for his vision to revolutionize digital transformation industry with the help of cutting-edge technology. He won bronze for India at the Stevie Awards USA as well as winning the India Business Awards, India Technology Award, Top 100 influential tech leaders from Analytics Insights, Clutch Global Front runner in digital marketing, founder of the fastest growing company in Asia by The CEO Magazine and is a TEDx speaker and BrightonSEO speaker.