This week at Google I/O, one announcement stood out from the rest for anyone working at the intersection of fashion and technology. Google revealed the expansion of its AI-powered Virtual Try-On (VTO) directly within its Search product — initially for men’s tops, with women’s categories already live in the U.S.
👉 Here’s the full Google blog post.
This follows other previous announcements by e-commerce giants such as Amazon or Walmart who have introduced in the last couple of years 3D viewing solutions across large portions of their catalogue, AR-enabled virtual try-on across categories such as Clothing, Footwear and Jewellery or proprietary workflows in which GenAI helps automate the creation of tens of thousands of 3D Digital Twins necessary to re-imagine e-commerce, both on proprietary e-commerce platforms but also on 3rd party immersive destinations such as Roblox, Zepeto or Fortnite.
This rollout of its AI-powered VTO solution announced by Google however marks a watershed moment. Not just because of the reach and influence Google Search has, but because it signals a major shift in how people will expect to shop for clothing online going forward, starting from the largest search engine (and entry-point) for the web. For brands and retailers, this isn’t just an innovation headline, it’s a call to action.
💡 The Opportunity: A Radically Better Shopping Experience
For the past 15–20 years, e-commerce UX has remained surprisingly static. Grid-based product pages, carousel images, and size charts have been the norm, even as customer expectations and technologies have evolved. The result? Friction, frustration, millions of returns (with huge associated direct and indirect costs) and lack of confidence in purchases.
Enter AI, 3D, Augmented Reality, and Virtual Try-On. Over the past 4–5 years, these tools have matured, and they are now reshaping what’s possible for digital fashion retail:
- See-it-on-me try-ons based on real photos, not guesswork
- Real-time personalization
- A more interactive, fun, and emotionally engaging experience
- Voice and text integration that offers contextual insights and guidance
Google’s integration of VTO directly into Search, a platform with billions of users, shows how these technologies are becoming mainstream expectations, not experimental extras.
📊 The ROI Case: Lower Costs, Higher Conversion
For brands and retailers, immersive technologies like those offered by Aiuta go far beyond aesthetics. They offer real business impact:
- Increased conversion rates by helping shoppers make confident purchase decisions
- Reduced returns thanks to more accurate sizing and style previews
- Decreased content production costs through AI-generated or reusable assets
- Efficiency gains by scaling high-quality product representation across channels
In a world where D2C margins are constantly under pressure, these aren’t just nice-to-haves, they’re business-critical advantages.
🧠 Why Own the Experience
While it’s tempting to simply lean on platforms like Google to enable this kind of experience, doing so outsources your most valuable digital asset: the customer journey. Aiuta enables brands to bring these immersive, AI-powered experiences directly into their own e-commerce environments, whether on web or app and preserving:
- First-party data
- UX control and branding
- Integration with internal marketing and merchandising systems
🚀 The Takeaway
Google’s launch is a clear signal: the future of fashion e-commerce is interactive, personalized, AI-enhanced, and immersive. The brands that adapt fastest will win not just more attention, but more loyalty, revenue, and efficiency across the board.
At Aiuta, we help fashion, luxury, and apparel brands bring this future to life, today.
