Google Shopping launches AI tool

Google announced the launch of a new AI tool for the Shopping tab that will help users find clothing based on their verbal description. The announcement, made on Wednesday, March 5, 2025, also includes expanding the capabilities of augmented reality (AR) tools for cosmetics and virtual try-on.

The new feature, called “Vision Match,” is already available in the search interface on mobile devices for users in the US. It allows shoppers to describe an item of clothing they imagine, after which artificial intelligence offers ideas based on this description, as well as shows the best available options that can be purchased.

To use this feature, users need to enter their idea in the search bar and scroll to the suggestion “Can’t find it? Create it” or go to the left panel of the Shopping tab and select “Create & Shop.”

It is worth noting that the Vision Match feature was available to testers as an experimental capability in Google Labs since 2023, and only now has it become widely available.

In addition, Google announced the launch of the ability to simultaneously use multiple cosmetic products in the AR beauty feature. Starting this week, users in the US can virtually try on and purchase various lipsticks, mascaras, eyeshadows, and eyeliners from a wide range of brands, including E.L.F., Fenty, Glossier, and many others.

To use the AR beauty feature, mobile device owners just need to search, for example, for “soft glam” — a fashionable makeup — and then select the options “View looks on yourself” and “Try on” to virtually apply neutral eyeshadow, pink blush, lip gloss, and other cosmetic products.

Google is also expanding the virtual try-on capabilities introduced in 2023, which allows customers to see how clothing looks on different models. Now shoppers can visualize pants and skirts from hundreds of brands on real-life models in sizes from XXS to XXL.

These innovations reflect the growing trend of integrating artificial intelligence and augmented reality technologies into online shopping, making the shopping process more interactive and personalized. The combination of AI tools for search by description with virtual try-on capabilities significantly simplifies the search for the right clothing and cosmetics, allowing users to more accurately visualize products before purchase.