Google Search Brings AI Try-on and Agentic Checkout to Online Shopping

In a move that blends intelligent tech with everyday convenience, Google Search has introduced Shop with AI Mode—an experience that brings visual inspiration, real-time insights, and personalized fitting right into the search experience. As more consumers demand speed, accuracy, and personalization, this rollout represents a major step forward in redefining how we browse and buy.

Now, shoppers can explore thousands of clothing options, virtually try on items, and soon complete purchases using an innovative agentic checkout system. This entire journey is made seamless by Generative AI, which enhances the shopping journey from discovery to decision.

Smarter Discovery with AI and Google’s Shopping Graph

Behind the scenes, Google Search is leveraging its 50-billion-item Shopping Graph, paired with AI, to create a smarter discovery engine. Whether you’re searching for “an everyday white shirt for office wear” or “a bold skirt for summer travel,” the system now interprets intent and offers tailored results.

You no longer have to dig through irrelevant listings or open countless tabs. Instead, Google Search delivers targeted, actionable results based on your style preferences, budget, and occasion—all within the search results you already use daily.

Google Search Turns Shopping into an Interactive Experience

As you describe what you’re looking for, the AI generates real-time product panels that evolve with your search. A sliding pane on the right showcases visual listings, which update instantly as you adjust parameters like color, cut, price, or brand. This integration transforms Google Search from a tool of discovery into a hub for decision-making.

Virtual Try-on: A Realistic Look at Fit and Fabric

One of the most exciting features of this launch is the updated virtual try-on functionality. While this tool initially allowed users to try products on model avatars, it now supports personal photos—letting you see how an item will look on your actual body type.

Using Generative AI, Google simulates the way fabrics like cotton, silk, or denim behave—how they fold, stretch, and drape based on your posture and shape. The goal? To remove guesswork from online shopping and reduce returns caused by inaccurate fit or unexpected material texture.

Virtual Try-on for Everyday Use

Currently available in the U.S. via Search Labs, virtual try-on supports tops, dresses, pants, and skirts. Users simply upload a photo, and the system overlays products to provide a hyper-realistic preview. This offers more confidence in style choices—whether you’re shopping for a casual brunch or a client meeting.

Google Lens Makes Visual Search More Useful

Google Lens has also been integrated into this new shopping journey. By snapping a quick photo of an outfit you like—on a friend, in a magazine, or even on the street—you can search for visually similar products directly in Google Search. This feature adds another layer of interaction, making it easier than ever to transition from inspiration to purchase.

Agentic Checkout: Let AI Buy for You

A New Take on Convenience

Coming soon to U.S. users, agentic checkout introduces a system where the user can specify size, color, price threshold, and even shipping preferences. Then, AI takes over. When the desired product meets your criteria—like dropping to a certain price or becoming available in your size—the system can auto-complete the checkout using Google Pay, right within Google Search.

This eliminates the need to revisit product pages repeatedly or track sales manually. Instead, the agentic system does the work for you, offering a proactive shopping assistant that learns your needs and acts on them.

The Future of AI-Powered E-commerce

The term “agentic” reflects this shift toward autonomous digital agents. These systems don’t just help—they make decisions, complete tasks, and evolve based on user behavior. For e-commerce businesses, this introduces a new layer of urgency to ensure listings are optimized, priced competitively, and structured for visibility within Google Search’s new AI interface.

Why This Matters for E-commerce Businesses

With these updates, e-commerce brands and digital marketers have a powerful opportunity to reach users in the exact moment they’re ready to buy. This kind of high-intent interaction is a dream scenario for performance marketing. It also means SEO efforts need to go beyond just ranking and now focus on how products appear in AI-generated panels.

Optimizing for Google’s Generative AI Future

Product listings are accurate and comprehensive: Generative AI thrives on well-structured, high-quality information. Brands should regularly audit and update their product listings to reflect current inventory, availability, and pricing. Clear descriptions, detailed specifications, and consistent formatting help AI models generate more relevant and accurate suggestions in Google Search results.

Structured data is implemented for better AI interpretation: Schema markup and rich metadata play a key role in how search engines and AI tools understand your content. Implementing structured data ensures your products are properly indexed and appear in enhanced formats like carousels, snippets, and Shopping panels powered by Google’s Generative AI.

Descriptive titles and relevant keywords are used to match real user queries: AI-driven systems prioritize content that reflects how people naturally search. Make sure product titles include commonly searched attributes like size, color, material, and use-case. Including essential terms such as Try-on, Checkout, and E-commerce increases the chances of visibility across Google’s AI-powered surfaces.

Visual assets (images and videos) are optimized for Google Lens-driven discovery: As visual search becomes more integral through tools like Google Lens, brands should invest in high-quality product imagery and video content. Make sure visuals are clear, diverse (multiple angles or variations), and appropriately tagged so they are easily interpreted by image-recognition AI. This not only improves the Virtual try-on experience but also aligns with how users browse via mobile and visual interfaces.

With Google Search using more AI to determine relevance and usefulness, this is the time to elevate product content and user experience strategies.

More Than Just Search—It’s Smart Shopping

At its core, this transformation is about Google Search becoming more than a gateway to websites. It’s turning into a one-stop platform for visual, intelligent, and personalized shopping—powered by Generative AI, virtual try-on, and agentic checkout.

This isn’t just a change in tools—it’s a change in user expectations. People want frictionless experiences that save time, reflect their style, and fit their budgets. Google Search is rising to meet that demand.