Google Launches Virtual Try-On for Clothes in Labs: Try Outfits Online Starting Today in the U.S. [Video]

Google’s announcement at Google I/O 2025 introduces a new virtual try-on feature, allowing U.S. users to upload personal photos for a tailored clothing visualization experience. This survey note delves into the background, recent developments, technical aspects, and potential implications, ensuring a thorough understanding for stakeholders in e-commerce and technology.

Starting today in the U.S., you can try clothes on virtually in Labs. 👕

Say you see a great shirt, but you’re not sure if it’s right for you. Use our new try on tool to upload a picture of yourself and get a feel for what the product might look like on *you.* pic.twitter.com/kPgXxrncg0

— Google (@Google) May 20, 2025

Google has been innovating in AI-driven shopping experiences since 2023, initially launching a virtual try-on feature that displayed clothing on diverse models (XXS to XXXL, various ethnicities, skin tones), powered by generative AI to replicate in-store fitting rooms online. This was detailed in a June 2023 Google blog post and expanded to …

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