Google introduces generative artificial intelligence (AI) technology to online shopping. It is a component of an effort to extend its share within the e-commerce market, which is dominated by Amazon.

Bloomberg reported on the 14th (local time) that Google introduced a recent shopping feature that visually shows shoppers to look for garments intimately with image recognition technology and select clothes that fit various body types with generative AI technology.

Google Shoppers within the US can benefit from a ‘virtual try-on’ feature that realistically shows how certain clothing items would look on real human models.

Models of various skin tones, races, hair types and body types can be found in a variety of sizes from XXS to 4XL, so users can see which clothes will suit similar body types.

Google said it was capable of launch such a service due to a recent image-based AI model developed in-house.

The models even learned how the material stretches and wrinkles when worn to create lifelike images.

Initially, only women’s tops from select brands corresponding to H&M, Antropology, Everlane and Loft will probably be available within the virtual wear feature, while men’s tops and other apparel will probably be available later this yr.

It also introduces recent filters designed to assist users find exactly what they’re searching for, corresponding to shirts or jackets with similar patterns but cheaper alternatives.

Through machine learning (ML) and visual matching algorithms, users can segment inputs corresponding to color, style, and pattern from various online clothing shopping malls to search out products that best suit their needs.

The feature is currently available inside product listings on Google Shopping, and is likewise limited to tops, with no word on when it is going to expand to other forms of clothing.

“We have the desire to make Google a spot where consumers come to buy and a spot where merchants connect with consumers,” said Maria Lentz, vp of commerce at Google.

In a survey of US shoppers last yr, while Google is the highest search engine, 46% of respondents said that in relation to products, their searches start on Amazon.

Consequently, Google is listening to recent AI-powered shopping navigation features that aim to captivate younger users.

Meanwhile, Google introduced ‘Search Generating Experiences (SGE)’ as a recent method to research travel destinations and map routes using generative AI, a technology that may create text, images or video from easy prompts.

When a user asks an issue a couple of place or product in Google Search, it shows a snapshot of not only the web site, but in addition the reviews, photos and business profile details provided by the business.

For instance, when searching for a product corresponding to a Bluetooth speaker, SGE displays aspects to think about, together with product descriptions, reviews, rankings, prices, images, and suggestions.

It is usually rolling out recent additions to Google Maps. A recent ‘at-a-glance wayfinding’ feature will probably be rolling out this month to the Maps app on Android and iOS.

Users who’ve chosen walking, biking and driving route tracking from the lock screen or route overview will see updated estimated arrival times and notifications for every turn.

Finally, the Maps app on Android and iOS is launching ‘Immersive Views’, which use Google AI to point out people 3D tours of landmarks in 4 recent cities: Amsterdam and Dublin, and Florence and Venice, Italy.

Google is expanding its collection of landmarks available in immersive views to greater than 500 with the addition of destinations corresponding to the Sydney Harbor Bridge and Prague Castle.

Reporter Park Chan cpark@aitimes.com