Google's latest AI shopping tool is Cher's 'Clueless' closet IRL

Google's latest shopping feature makes Cher Horowitz’s computerized closet a reality. The new virtual try-on tool within its "AI Mode" search option lets users see how outfits look on photos of themselves.

Announced during the opening keynote at Google I/O 2025 on Tuesday, the tool uses a new custom image-generation model to place clothing pictured in online product listings onto a full-length shot provided by the user. Per a company blog post, the model "understands the human body and nuances of clothing — like how different materials fold, stretch and drape on different bodies." According to Google, it will also be able to accommodate different poses.

Google introduced a similar virtual try-on tool for Search back in 2023, but it relied on pre-picked photos of various models.

How to use Google's "AI Mode" to try on clothes virtually

U.S. users who have joined Google's Search Labs testing platform will be able to use the try-on tool starting today. Those who have opted in will see a "try it on" icon overlaid on Google product listings for shirts, pants, skirts, and dresses. After tapping the icon, Google will have you upload a well-lit, full-body picture of yourself. (A how-to page says the tool works best if you're wearing fitted clothing in the picture.) Google's AI will then use you as a virtual mannequin of sorts.

Google says it will roll out additional AI shopping features in the coming months, including a personalized "Shopping Graph" of product inspiration and an agentic checkout feature that can help users track deals within their budget.