Google is revolutionizing e-commerce with its newly launched AI Mode shopping experience, integrating advanced Gemini AI capabilities with its extensive Shopping Graph to create a more intuitive and personalized online shopping journey.
Announced at Google I/O 2025 in May, the new AI-powered shopping platform leverages a database of more than 50 billion product listings from global retailers and local businesses. What makes this system particularly powerful is its freshness—Google refreshes over 2 billion product listings hourly, ensuring users receive accurate information on pricing, availability, and options.
The virtual try-on feature, already available in the US through Search Labs, represents a significant technological breakthrough. Unlike previous versions that displayed clothing on model photos, the new system allows shoppers to upload full-length photos of themselves to visualize how billions of apparel items would look on their own bodies. Powered by a custom image generation model for fashion, the technology understands how different materials fold, stretch, and drape on various body types, creating realistic visualizations for shirts, pants, skirts, and dresses.
Perhaps most innovative is the agentic checkout feature rolling out in the coming months. This tool enables users to tap 'track price' on any product listing, set their preferred specifications (size, color) and budget, then receive notifications when prices drop to their desired level. With a simple confirmation and 'buy for me' tap, Google's AI will automatically add the item to the merchant's cart and complete the purchase using Google Pay—all without requiring users to navigate to the retailer's website.
"We have been on this journey of transforming shopping with AI over the last few years," said Lilian Rincon, VP of Consumer Shopping Product at Google. "These announcements are about improving everything from inspiration to consideration with the evolution of our virtual try-on technology, and at the end of the journey, purchasing with agentic checkout."
The new shopping experience also features a conversational interface where users can describe what they're looking for—such as "a cute travel bag for Portland in May"—and AI Mode will run multiple simultaneous queries (a "query fan-out") to find products matching specific requirements like waterproofing for rainy weather.