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Google is adding more AI into its search in the hopes that it will help shoppers find the items they want — even if it’s something they’ve generated with AI.
Shoppers on Google’s app and on mobile will be able to refine their search with generative AI tools to help people find exactly what kind of jacket they’re looking for. The newest feature, called Style Recommendations, lets users rate items in their searches so it learns the searcher’s style and what they like. It’s kind of like Tinder but with shirts.
After they’ve found clothes they like, shoppers can specify the brands they like, which will instantly bring up more apparel from those selections.
Google previously tested AI tools that help people find more of the items they like. In November, users on the company’s Search Generative Experience tested out an image generation feature that puts together jackets and other clothing based on prompts. People can then find similar items based on the AI image. The company also tested a virtual try-on so shoppers can see how dresses from brands look on them. Both features are now live on Google Shopping.
Google joins other e-commerce platforms in bringing generative AI tools to shopping. Amazon’s shopping assistant, Rufus, answers customer queries about products. While the chatbot began making up jokes about Jeff Bezos, Amazon rolled it out to select users. The company also offers AI-powered sizing recommendations.
However, AI-powered shopping features are still new and can lead to questionable items. The Verge’s Mia Sato said the AI shopping experience proved confusing and yielded clothes that weren’t prototyped to fit other humans.
Correction, March 27th, 1:47 PM ET: An earlier version of this story claimed Google is adding more AI in shopping. In fact, the new style recommendations and refining search do not use generative AI technology like the image generation and features that were previously added, and the headline and text now reflect this. We regret the error.
