The news: Google broadened the capabilities of its generative AI-powered virtual try-on tool to help shoppers get a sense of how they would look in dresses from brands such as SIMKHAI, Boden, Staud, Sandro, and Maje in a few taps.

• The tool, which Google launched for men’s and women’s tops in June 2023, enables shoppers to see how an item drapes, folds, stretches, and wrinkles on a diverse set of real models—ranging in size from XXS to 3XL—who represent different skin tones, body shapes, ethnicities, and hair types.
• The technology has driven notable results: Virtual try-on images on Search receive 60% more high-quality views and, on average, people try on clothes using four models per product. Shoppers are also more likely to visit a brand’s site after viewing virtual try-on images.