Google announced at Google I/O 2025 that it is adding multiple AI-powered features for online shoppers, including a new visual panel for Google Search’s AI mode, personalized price tracking notifications with agent checkout, and virtual tryon.
The new shopping experience is deployed in AI mode. This mode allows shoppers to view product visuals and other AI-powered guidance that leverage product data.
For example, if you search for a travel bag, the results will show you a panel of easy scrolling lists and images that suit your tastes. Also, if you want to narrow things down using more specific queries, such as “A bag suitable for a trip to Portland, Oregon in May,” AI mode runs multiple simultaneous queries. This finds the best options for both long journeys and rainy weather, as well as the queries Google describes as “fan-out.”
We’ll then update the optional panels to show you what’s waterproof and what’s easy to access your pockets.
When you refine your query or add certain other filters to your shopping, the visual panel on the right will update with new options. These features will arrive in the US in the coming months, Google says.
The company is also adding new price tracking features with agent checkout over the coming months.
Soon, consumers will be able to tap on “Truck Prices” in their Google Product List. You can then select a product, select filtering such as color and size, and specify the amount you want to spend on that item.
Google tracks prices and sends you a notification when prices match what you were looking for. After reviewing the details, you can choose to buy the item by tapping on the new “Buy” option.
After clicking the (Purchase) button, Google adds items to the checkout cart on the merchant’s website and uses Google’s payment details to secure your purchase.
The feature will first be released on the US product list, Google says.
Another new feature allows shoppers to virtually try on clothes.
Google offers something similar to Virtual Try-On Tech, but this feature only included displaying items on the bodies of various models. Now the company allows you to try clothes yourself too. To do so, upload a full-length photo under good lighting wearing fitted clothes.
Google says it uses a new diffusion model for fashion to understand the human body and how different materials fold and stretch to different people.
Google’s Virtual Try-On feature is available to US users starting today under Google’s Search Lab. Opting in users will see a virtual tryon button next to the product list for shirts, trousers, skirts and dresses. You can also share your appearance with friends or tap to shop for similar styles.
Google’s new range of AI shopping technologies challenges other startup jobs to varying degrees.
In particular, companies such as Doji and Stellation Capital Backed Vybe, supported by Thrive, are working on technology to make virtual trials easier and fun for users. Meanwhile, startups like Daydream, Cherry and Deft are using AI to solve product discovery.
Additionally, general-purpose AI-powered chatbots such as ChatGpt and Prplexity have also added shopping features over the past few months.