Google has launched AI Mode, an advanced AI-powered shopping solution designed to simplify and personalise every stage of the online buying journey. By integrating the capabilities of its Gemini model with the expansive Shopping Graph, Google delivers a more intelligent, intuitive approach to browsing, comparing, and purchasing products.
At the heart of this innovation is the Shopping Graph—an extensive dataset featuring over 50 billion product listings, updated hourly with more than 2 billion changes. Drawing from global retailers and local businesses alike, it ensures users receive accurate, real-time results tailored to their needs.
AI Mode enhances product discovery by blending visual inspiration, intelligent suggestions, and rich product metadata. For instance, a search for a “cute travel bag” prompts AI Mode to interpret the user’s intent and return a curated selection of images and listings aligned with their style preferences. When refined with context, AI Mode dynamically adjusts its results, prioritising relevant features like water resistance and durability.
To support smarter buying decisions, Google is introducing a new agent-based checkout feature. Users can set preferences such as size, colour, and target price, then receive alerts when prices drop. Once conditions are met, the Buy for Me function automatically adds the item to the cart and completes the transaction via Google Pay with a single tap. This streamlined checkout process will soon be rolled out across product listings in the United States.
Another key feature is a virtual try-on tool, powered by a custom image generation model tailored for fashion. Users can upload full-body photos to visualise how garments—ranging from shirts to skirts—would look on their own figure. The system realistically simulates fabric behaviour, capturing how clothing folds, stretches, and drapes across diverse body types and postures. Accessible via a ‘Try it on’ icon, this tool—now live in Search Labs in the US—helps users preview styles, save outfits, and share looks for feedback, improving shopping confidence and reducing returns.
AI Mode also enables conversational shopping. Users can submit detailed prompts and receive refined, context-aware recommendations. By leveraging real-time, multi-threaded search capabilities, AI Mode continuously tailors suggestions based on evolving user intent.
These innovations mark a significant evolution in digital commerce. By empowering consumers to make more informed, intentional purchases, AI Mode promotes sustainability. Features like virtual try-on and personalised recommendations help reduce overconsumption, minimise returns, and prevent size mismatches. Meanwhile, context-aware insights—such as suggesting durable, weather-appropriate materials—encourage longer-lasting, more responsible choices. In doing so, Google shifts the focus from fast fashion to smarter, more sustainable consumer behaviour.
