At its I/O 2025 developer conference, Google introduced a wave of new AI features, including a major upgrade to its shopping experience: users can now virtually try on clothes using their own full-body photos.
The new “Try It On” feature, available via Google Search Labs, replaces generic models with real user photos to give a more accurate preview of how clothes will look. Brands like Levi’s, Abercrombie, Quince, and Staud are already integrated into the experience. Google recommends using well-lit, full-length photos in fitted clothing for the best results.
This update builds on Google’s broader push to enhance product discovery through AI. The company also launched “AI Mode,” a conversational shopping assistant powered by its Gemini AI and Shopping Graph — a database of over 50 billion listings that refreshes more than 2 billion times per hour. According to Google, users shop across its platforms over a billion times every day.
Beyond shopping, the company revealed several high-profile AI rollouts:
- Flow: An AI video tool powered by Google’s latest Veo 3 engine, now with audio support.
- Imagen 4: A new image generator with better text rendering.
- Gemini 2.5 Pro and Flash: Updated models with a new reasoning feature called “Deep Think.”
- Gmail Smart Replies: Personalized suggestions based on a user’s email history, launching this summer for paid users.
- Jules: A coding agent now in public beta.
- Android XR Glasses: A prototype featuring live translation, camera, and display capabilities, built in partnership with Samsung and Gentle Monster.
To cap off the announcements, Google introduced a new $250/month “AI Ultra” subscription, offering access to its most advanced models, YouTube Premium, and 30TB of cloud storage.
The updates highlight Google’s strategy to embed AI across everyday tools without disrupting its core advertising and search businesses — while staying competitive with Microsoft and Anthropic in the accelerating AI race.