The use of Artificial Intelligence in the innovations that will revolutionize the future was the main topic discussed during the annual Google I/O 2025 conference, organized by Google and Mountain View. One of the most prominent inventions presented is the Virtual Dressing Room: a function that promises to radically transform the online shopping experience. This innovative technology will allow users to try on clothes before purchasing them, in a completely virtual way.
Try on clothes from the comfort of your home
The Mountain View company has created the Virtual Dressing Room with the aim of allowing consumers to visualize clothes worn by a wide selection of real models. This is a direct response to data that reveals how 42% of online shoppers do not feel represented by images of traditional models, and 59% are dissatisfied when the product purchased does not correspond to reality.
Thanks to artificial intelligence, the image will show with millimetric precision the fit of the dress to the body, the folds of the fabric and every other detail relevant to make an informed purchasing decision. All this will be made possible by visualizing the garment in different poses that the models can assume, offering a complete and realistic vision.
The technology behind the experience
To create this highly realistic experience, Google drew on a vast database of images of real people, covering a wide range of sizes (from XXS to 4XL), with different skin tones, body shapes and haircuts. This ensures an inclusive and accurate representation for a diverse consumer audience.
Using millions of image pairs allowed the AI to learn to generate realistic images of the garment on the chosen model, from all angles. This approach was possible thanks to the enormous wealth of data from the Shopping Graph, the most comprehensive collection of information on clothing products in the world.
The future of shopping with AI Mode
The “virtual try-on” feature in the Virtual Dressing Room will initially be available for women’s shirts from various brands, including H&M, with plans to gradually extend it to other brands and types of clothing.
During Google I/O 2025, shopping innovations are not over, but are being extended thanks to a technology that offers complete support throughout the entire purchasing journey: AI Mode.
During an “AI Mode” session, the user will be able to interact directly with Gemini and will be able to perform complex searches to find exactly what they want. Among the main functions, it will be possible to receive a notification if the product they wanted to buy is back in stock and they will be able to make the purchase at its maximum discount.
This deep integration of artificial intelligence, into the online shopping experience, promises to make purchases not only easier and more precise, but also more convenient and efficient. The frustration of returning ill-fitting clothes could soon be a thing of the past, thanks to a revolution that’s about to change the face of digital shopping forever.
