Just as we’ve started thinking about all of the autumnal looks we’d like to show off, Google released a tool to ensure that any sweaters or corduroy pants we buy online will fit.
What happened: Google rolled out its “Try On” feature in Canada, which lets shoppers preview how articles of clothing might fit their body. Users can select the piece that caught their eye through Search, Images, or Shop, and are then prompted to upload a full-body photo.
- Try On uses a specially trained AI image model that Google claims accurately replicates how different types of fabric stretch and fold on specific, real-life bodies.
Big picture: Augmented reality (AR) features like Try On are becoming a must-have for fashion sellers, with retailers like Amazon and Walmart launching their own tools. There are also stand-alone apps that create AI fashion avatars, like Doji, which raised US$14 million in May.
Why it matters: Anyone who’s bought clothing online before has had an experience where something hasn’t quite fit right (and if this hasn’t happened to you, consider yourself lucky). As AR tools like this improve, they could cut down on this most modern of inconveniences.
Zoom out: Retailers would also welcome a world with fewer returns, which have become the bane of their existence as more shopping has moved online. Per one study, for every $1 billion in sales U.S. retailers made in 2023, they saw $145 million worth of returns.—QH