overAI shopping has revolutionized product discovery and purchases. Google’s Shopping Graph now lists more than 50 billion products from retailers worldwide. The system updates over 2 billion listings every hour, which gives shoppers access to the latest information.
Shopping has evolved beyond browsing online catalogs. Google’s latest AI shopping assistant offers more than basic recommendations. The AI tool helps users track prices, try products virtually, and complete purchases. Shoppers can now find and buy products without switching between websites or checking prices manually. The AI shopping features work seamlessly on Search with AI Mode, and popular merchants like Wayfair, Chewy, and select Shopify stores have already adopted it. AI and online shopping now meet in ways that change where we start and finish our shopping.
How Google’s AI Shopping Assistant Works
Google’s AI shopping assistant marks a major step forward in online product search and purchasing. The technology relies on several connected systems that make shopping feel more natural and tailored to each user.
AI Mode and the Shopping Graph
The Shopping Graph serves as the foundation of Google’s AI shopping assistant. This ever-changing dataset links products, sellers, reviews, and stock levels from millions of websites. The system analyzes your shopping queries with up-to-the-minute processing once you turn on AI Mode in Search.
AI Mode goes beyond simple keyword matching. The system grasps the meaning behind your shopping requests and connects you with relevant products. Your search terms don’t need to match product descriptions exactly. You can describe what you want in everyday language, which makes shopping feel more natural.
Understanding user intent with query fan-out
The AI shopping assistant uses “query fan-out” to grasp what you really want. The system doesn’t process your request as one search. It runs multiple parallel searches that look at different aspects of your needs.
To cite an instance, a search for “lightweight laptop for college” makes the AI think about student performance needs, battery life, weight limits, and student-friendly prices. This approach from multiple angles gives better results than old-style single searches.
Visual discovery through personalized panels
The AI shopping assistant stands out in how it shows information visually. The system creates custom shopping panels with rich visuals instead of basic text links.
These panels change based on what you’re looking for. You might see products side by side, different style showcases, or tools to narrow your search further. Visual results make it easier to shop for things where looks matter a lot, like clothes, furniture, or home decorations.
The combination of smart data processing, understanding what you want, and visual presentation makes Google’s shop with AI better than traditional search methods. Users get a more natural and quicker way to find what they need.
Exploring the ‘Buy for Me’ Feature
Google’s AI shopping tools have reached new heights of automation. Launched in November 2025, the “Buy for Me” feature lets consumers hand over both product discovery and purchasing to Google’s AI.
What is agentic checkout?
Agentic checkout brings a fundamental transformation to online shopping behavior. Google’s AI completes purchases through your Google Pay account on merchant websites. The system works as your personal buying assistant and handles tedious shopping tasks while you keep final control over purchases. This feature marks the start of “the agentic shopping era” and is now accessible to more people in the U.S. through select merchants like Wayfair, Chewy, Quince, and some Shopify sellers.
How price tracking and auto-purchase work
Price tracking forms the foundation of this process. Here’s how it works:
- Find a product you want and tap the “Track price” button
- Set your desired specifications (size, color, quantity) and target price
- The system notifies you when prices drop to your specified range
- Tap the “Buy for me” option in the notification
- Confirm your payment method, shipping address, and priorities
After your confirmation, Google’s AI agent checks the merchant’s site, verifies the price, and completes the purchase securely. You’ll receive all confirmation emails directly in your inbox.
Security and payment through Google Pay
Safety stands as the top priority with this new technology. Google emphasizes that the system requires explicit user approval for all purchases. The feature builds on Google’s Shopping Graph and Google Pay infrastructure to ensure accurate product information and secure payment processing.
This development goes beyond simple convenience. Brands might need to rethink how they connect with customers as people get used to letting AI handle their purchase decisions.
Try Before You Buy: Virtual Try-On Explained
Virtual fitting rooms were always the missing piece in online shopping. Google’s AI shopping breakthroughs are changing this landscape rapidly with their advanced virtual try-on technology.
How the virtual try-on feature works
Google’s virtual try-on tool brings the fitting room right to your screen. Shoppers can see how clothes would look on them before buying. The system showed clothing on a diverse selection of real models in its original version. These models ranged in sizes from XXS to 4XL. The selection represented various skin tones (guided by the Monk Skin Tone Scale), body shapes, ethnicities, and hair types. You can simply tap products with the “Try On” badge and select a model that matches your body type.
Using your own photo for realistic previews
Google has expanded this capability to let shoppers upload their own photos. Here’s how you can use this individual-specific feature:
- Search for eligible clothing items (tops, bottoms, dresses)
- Click the “Try it on” button on qualifying products
- Upload a full-length photo of yourself
- View the generated image showing how the item looks on you
Your photo should be a full-body image with good lighting, fitted clothing, and a clutter-free background for the best results. Google calls this technology “the first of its kind working at this scale,” letting users virtually try billions of items from the Shopping Graph.
Technology behind the image generation model
The system uses a custom diffusion-based image generation model trained specifically for fashion. The AI understands the human body and clothing nuances—how different materials fold, stretch, and drape on different body types. This creates realistic renders by preserving subtle details when applied to your photo.
Supported clothing types and limitations
The feature supports tops, bottoms, dresses, and skirts right now. Virtual try-on isn’t perfect yet—generated images might show occasional mistakes in body shape, personal features, or clothing details. On top of that, it helps with style decisions, but doesn’t guarantee actual fit.
What This Means for Shoppers and Brands
AI shopping has grown explosively and retail will never be the same. Consumer adoption rates have skyrocketed, with 64% now using AI tools to discover products. AI now guides shopping decisions for nearly 60% of consumers.
Changing consumer behavior with AI shopping tools
AI has compressed the customer’s buying experience. Research shows 77% of shoppers make decisions faster through AI. The traditional marketing funnel doesn’t work anymore. The time from product discovery to purchase has shrunk from days to minutes. AI recommendations have gained more trust than friends’ advice for 46% of consumers. This shows a basic change in how people make buying choices.
Brand engagement and loyalty’s new reality
Brand loyalty faces new challenges in this digital world. AI assistants focus on utility over emotion, which helped drive 81% of Gen Z and millennials to switch brands last year. All the same, brand relationships aren’t doomed. AI-powered features help Albertsons’ customers “transact more frequently, redeem rewards more easily, and spend more”.
Speaking of Brand Engagement, read our case study on how we helped EGO drive Over 20% Topline Revenue.
Product data emerges as marketing’s new backbone
Your product data matters as much as creative content in today’s AI shopping world. Machines will make at least 25% of all buying decisions by 2030. AI agents, unlike humans, prefer structured information—price comparisons, feature lists, and review scores. Products need four stars or more and over 9,000 reviews to top AI recommendations. Data quality directly shapes product visibility.
Getting ready for AI-driven shopping
Smart retailers have noticed—96% already use or plan to use AI agents. Success demands strong data systems that speak clearly to AI through organized product information. Does your ecommerce retention marketing need help? OrangeFox.io can boost your marketing strategies as AI reshapes shopping. Winning brands will optimize for AI while keeping their human touch with consumers.
Conclusion
Google’s Buy For Me feature marks a most important step in the rise of online shopping. This AI shopping assistant changes the way we find products and make purchases. Shoppers now have a complete tool that handles the whole experience from discovery to checkout, instead of visiting multiple websites, comparing prices by hand, or dealing with size uncertainties.
The agentic checkout capability is maybe even the most groundbreaking part of this technology. Shoppers can now set price targets and let Google’s AI complete purchases on its own when conditions are met. The virtual try-on feature tackles one of e-commerce’s biggest challenges by letting customers see clothing on their own photos before buying.
These changes point to a major move in how consumers behave. Brands must update their strategies to keep up. Product data has become as vital as creative marketing content because AI assistants focus on well-laid-out information for recommendations. The traditional marketing funnel is getting shorter as shoppers make decisions faster with AI guidance.
We’re entering the age of agentic shopping. This technology will grow faster even though it’s still new and available from limited merchants. It gives shoppers more convenience and confidence while helping retailers optimize customer interactions. Shopping is becoming more automated, tailored, and smooth.
Smart brands will optimize for AI systems while keeping emotional connections with consumers strong. Machines may handle transactions, but human desires and priorities still drive buying decisions. Google’s Buy For Me feature doesn’t take away shopping’s joy—it removes the boring parts. This lets us focus on discovery and enjoyment rather than logistics.
AI Shopping Key Takeaways
Google’s “Buy For Me” feature revolutionizes online shopping by combining AI-powered discovery, automated purchasing, and virtual try-on technology into one comprehensive shopping assistant.
- AI handles the entire shopping journey: From product discovery through price tracking to automated checkout, Google’s AI assistant eliminates manual browsing and comparison shopping across multiple websites.
- Agentic checkout automates purchases: Set your price targets and preferences, then let Google’s AI complete purchases automatically when conditions are met, using secure Google Pay integration.
- Virtual try-on uses your own photos: Upload full-body images to see how clothing items look on you personally, powered by advanced diffusion-based AI that understands fabric behavior and body types.
- Product data becomes crucial for brands: With 64% of consumers using AI for product discovery, structured product information, reviews, and ratings now directly impact AI recommendation visibility more than traditional marketing.
- Shopping behavior is rapidly evolving: 77% of shoppers make faster decisions with AI assistance, compressing the traditional marketing funnel and requiring brands to optimize for both AI systems and human emotions.
This shift toward agentic shopping represents the future of e-commerce, where convenience and personalization merge to create frictionless buying experiences while fundamentally changing how brands must approach customer engagement.
FAQs
Q1. What is Google’s “Buy for Me” feature?
Google’s “Buy for Me” feature is an AI-powered shopping assistant that automates the entire shopping process, from product discovery to purchase. It allows users to set price targets and preferences, then completes purchases automatically when conditions are met, using Google Pay for secure transactions.
Q2. How does the virtual try-on feature work?
The virtual try-on feature allows users to upload their own full-body photos and see how clothing items would look on them. It uses advanced AI technology to realistically render garments on the user’s image, taking into account factors like body shape, fabric behavior, and clothing details.
Q3. Is Google’s AI shopping assistant available for all online stores?
Currently, Google’s AI shopping assistant, including the “Buy for Me” feature, is available for select merchants in the United States. These include Wayfair, Chewy, and some Shopify stores. The availability is expected to expand to more retailers over time.
Q4. How does AI impact consumer shopping behavior?
AI significantly influences shopping behavior by enabling faster decision-making, with 77% of shoppers reporting quicker purchases. It’s also changing brand loyalty dynamics, as 46% of consumers now trust AI recommendations over advice from friends. This shift is compressing the traditional marketing funnel and altering how consumers discover and choose products.
Q5. What types of clothing can be virtually tried on using Google’s AI?
Google’s virtual try-on feature currently supports tops, bottoms, dresses, and skirts. It doesn’t yet include accessories, lingerie, or bathing suits. While the technology provides a realistic preview, it’s important to note that it helps with style decisions but doesn’t guarantee actual fit.
