Google Unveils AI-Powered Shopping Features at Google I/O 2025

At the recent Google I/O 2025, tech giant Google made waves by announcing a host of innovative, AI-powered features aimed at revolutionizing the online shopping experience. This announcement comes as online shopping continues to evolve, leveraging technology to meet consumer demands for personalized and efficient service. With features like a new visual panel in Google Search’s AI Mode, personalized price tracking notifications, and virtual try-ons, Google is setting the stage for a more interactive shopping journey for users across the United States.

Enhanced Search Experience with AI Mode

One of the standout features from this announcement is Google Search’s new AI Mode. Shoppers will soon be able to enter a query, such as "travel bag," and receive a visually dynamic panel of product listings tailored to their specific tastes. This feature uses AI to provide a more engaging and informative experience. If you refine your search to something more specific, like "bags suitable for a trip to Portland, Oregon, in May," the AI can perform what’s known as a "query fan-out." This method generates multiple simultaneous queries to curate options suitable for various conditions, such as waterproofing and accessibility of pockets.

The AI Mode panel continually updates as users adjust their queries or apply additional filters, ensuring that they receive the most relevant options based on their defined preferences. This feature will roll out in the U.S. in the coming months, enabling a shopping experience that feels personalized and responsive.

Game-Changing Price Tracking

Another noteworthy addition is the price tracking feature accompanied by agentic checkout. Google plans to enhance consumers’ shopping strategies by allowing them to tap "track price" on product listings. Once a shopper selects a product—where they can filter preferences like color or size—they can set a desired price point.

Google will monitor the pricing and notify consumers when the item reaches their target price. If they choose to proceed with the purchase, users simply click the new “buy for me” button, which facilitates a seamless checkout process using their Google Pay details. Initially, this feature will launch with select product listings in the U.S., but its potential to streamline the purchase process could make it a favorite among online shoppers.

Virtual Try-Ons: A New Era in Fashion Shopping

Perhaps one of the most exciting innovations is Google’s virtual try-on feature, designed to enhance the online clothing shopping experience. Previously, Google offered a virtual try-on that displayed clothing on a diverse range of models. However, this new feature allows users to upload their own full-length photos to see how different garments will fit their bodies.

Using a sophisticated diffusion model for fashion, Google analyzes how various materials fold and stretch on individual users, facilitating a more realistic depiction of fit. Users in the U.S. will soon see a virtual try-on button next to product listings for various clothing items, including shirts, pants, skirts, and dresses. They can easily share their looks with friends or browse for similar styles.

Competition Buddies: Challenging Startups in the AI Shopping Space

Google’s introduction of these features signals a challenge to various startups aiming to innovate in the shopping space. Companies like Doji and Vybe, backed by Thrive and Stellation Capital respectively, are also honing in on virtual try-on technology. Additionally, startups like Daydream, Cherry, and Deft have been leveraging AI for improved product discovery.

Furthermore, general-purpose chatbots, such as ChatGPT and Perplexity, have introduced shopping features into their platforms, broadening the competition landscape. As these technologies continue to develop, online shopping is poised for further transformation.

Conclusion: The Future of Shopping with Google

With these groundbreaking AI shopping features, Google is not just treading into the waters of e-commerce; it’s making a significant splash. From an enhanced search experience in AI Mode to innovative price tracking and virtual try-ons, Google is catering to the modern shopper’s needs and preferences. As these features roll out in the coming months, it will be intriguing to see how they reshape the online shopping landscape and challenge existing players in the market.

Stay tuned as we continue to cover these developments and their impacts on both consumers and businesses within the increasingly competitive online retail space.