Google revealed during its annual Google I/O 2025 conference a set of new features designed to improve the online shopping experience, by integrating artificial intelligence technologies into its search engine.
Among the most notable new additions, Google introduced a dedicated artificial intelligence mode called "AI Mode", which includes an interactive visual display panel for product results. This panel allows users to browse images of suggested products, supported by smart tips based on product data analysis and user behavior and preferences.
For example, when searching for a product such as "travel bag", the user will see a customized panel containing visually curated options tailored to their taste, with smooth and fast browsing capability.
Google also added a new feature based on what it calls "Query Expansion", where the AI performs simultaneous queries when the user refines their search further, helping to suggest the best products based on precise criteria.
In addition, Google announced other features including:
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Smart price tracking notifications.
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The ability to automatically purchase when a target price is reached.
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An advanced virtual experience for trying on clothes before purchasing.
It is worth noting that these features will begin reaching users in the United States within the next few months, before expanding to other markets later.
Price Tracking and Automatic Purchase: Smarter and More Convenient Shopping
Among its new features, Google is preparing to launch an advanced price tracking feature, supported by smart integration with the "Agentic Checkout" capability. This feature allows users to easily track any product by clicking a "Track Price" button, with the ability to specify exact specifications and a target price.
When the product's price drops to the threshold set by the user, they receive an instant notification from Google. They can then activate the "Buy for me" option, so Google automatically completes the purchase using Google Pay data, without needing to visit the store's website or enter additional information. This approach represents a qualitative leap in simplifying purchasing processes and reducing the steps required by the user.
A More Realistic and Personal Virtual Try-On Experience
In a pioneering step to develop the clothing shopping experience, Google launched an improved version of its "Virtual Clothing Try-On" feature, allowing users to try on clothes directly on their personal photos instead of preset models.
To use this feature, users are asked to upload a clear full-body photo in good lighting while wearing form-fitting clothes to accurately define body details. Google uses a new model based on diffusion technologies to analyze body structure and how different fabrics interact with it realistically.
Starting today, users in the United States will begin seeing a "Try it on virtually" icon next to clothing products such as shirts, pants, and dresses. Users can also share the look with friends or browse similar options for purchase.
The Race to Innovate in AI-Powered Shopping Tools
It is worth noting that Google is not alone in this arena — other AI platforms such as ChatGPT and Perplexity have entered the competition, adding innovative shopping tools in recent months, in a rapidly accelerating race to deliver smarter and more personalized shopping experiences for users around the world.
1. Strategic Analysis: How Is Google Changing the Rules of Online Shopping?
These steps from Google represent a strategic shift toward integrating shopping directly into the search experience, without the need to leave the results page. This reinforces Google's dominance over the entire user purchasing cycle — from purchase intent through decision-making and payment — which may have a major impact on consumer behavior and reshape the landscape of e-commerce globally.
2. Privacy and Data: Are There Concerns?
With the evolution of these features, legitimate questions arise about privacy — especially when sharing personal photos for use in virtual clothing try-on, or granting permission for automatic purchasing. Although Google affirms that all data is processed within its privacy protection policies, the level of trust in automation and intelligent intervention in purchasing decisions remains a topic of debate.
3. Comparison with Competitors: How Does Google Differ from ChatGPT and Perplexity?
While tools like ChatGPT have begun offering text-based and analytical shopping assistants, Google focuses on linking the search engine, images, and the actual purchasing interface — giving it an advantage in integrating visual content, artificial intelligence, and user experience. Perplexity, on the other hand, still focuses on search-backed recommendations rather than direct purchase integration.
4. Future Expansion: What Can Be Expected?
With the success of these experiments in the US market, Google is likely to begin gradually expanding to global markets, especially those seeing significant growth in e-commerce such as India, the Middle East, and Latin America. Future updates are expected to include new areas such as virtual cosmetics try-on, and greater integration with Google Lens for direct visual search.
