At the recently concluded Google I/O Conference in 2025, Google announced a series of new AI shopping features, marking a major shift in the application of AI in the retail sector. These new features include virtual try-ons for online customers, personalized price tracking, and a new visual panel combining Gemini technology and Google Shopping Graph, which provides users access to over 50 billion products.
The AI shopping mode was first launched in March in the Search Lab, and this announcement indicates that the feature will be fully commercialized across the United States. Google stated in its blog: "Assuming you tell the AI mode that you're looking for a cute travel bag, the system will understand that you're seeking visual inspiration and will therefore display a series of aesthetically pleasing and browsable images and product lists tailored to your preferences."
Additionally, the newly introduced AI-powered checkout proxy function can track product prices in real-time and offers the "Buy It For Me" option, allowing the AI system to complete the checkout process using Google Pay with your authorization. This feature will roll out gradually across the U.S. in the coming months.
Users can also utilize the virtual try-on feature by uploading their own photos to browse clothing catalogs from multiple merchants. Currently, participating merchants include Anthropologie, Everlane, H&M, and LOFT. Google stated in its announcement: "We believe AI will continue to improve our lives in big and small ways, including making everyday activities like shopping more convenient and enjoyable."
Experts pointed out that this update marks a transformation in the retail industry's use of AI, as AI technology is increasingly being integrated into user experiences. Expert Bohdan Homchik said that functions such as AI-driven visual search, personal style matching, and automatic checkout demonstrate that personalization will become increasingly important in the customer journey.
He added that as data sources and usage methods rapidly progress, other companies need to keep pace to meet growing consumer demands. Retailers must view data as a core product rather than a backend analytical tool, ensuring structured and standardized product data and supporting real-time data flow.
Key Takeaways:
🛍️ Google introduces new AI shopping features, including virtual try-ons and personalized price tracking, enhancing the user experience.
💳 The new "Buy It For Me" option allows the AI system to help users complete checkouts.
📊 Experts emphasize that retailers need to focus on personalized data applications to enhance competitiveness.