Google Expands Virtual Try-On to Singapore as Retailers Compete on AI Shopping
Google is rolling out its AI-powered virtual try-on feature in Singapore, allowing shoppers to upload a photo and see how clothing and shoes look on their body before purchase. The tool, called 'Try on', will appear across Google Search, Shopping, and Images over the coming weeks.
The feature works on tops, bottoms, dresses, and shoes from eligible product listings. Shoppers can save and share looks before clicking through to a retailer's website to complete the purchase.
What This Means for Marketers
Virtual try-on tools reduce friction in the customer journey by helping consumers visualize products, which can boost confidence and potentially influence conversion behavior. For AI for Marketing professionals, the question is whether these AI-assisted experiences will change how product discovery and advertising work.
During a media briefing, Google addressed concerns about whether the tool could eventually narrow product choices and affect advertising economics. The company said 'Try on' will not impact ad pricing, rankings, or product visibility.
"It's not a paid offering," a Google spokesperson said. "We don't change anything about ranking or these types of decisions. We are just a button on every product to try this on, so there is no impact to ads, pricing or ranking."
The Broader Competition
Google's move reflects intensifying competition among tech platforms to embed AI deeper into shopping. Earlier this year, OpenAI launched 'Instant checkout', which allows users to complete purchases directly within ChatGPT using its agentic commerce protocol, developed with Stripe.
OpenAI described the feature as a step toward "agentic commerce"-where AI does more than guide purchases and instead helps complete them without leaving the interface. The company expects the technology to expand globally and support more complex shopping experiences.
For retailers and marketers, the shift signals a broader trend: Generative AI and LLM applications are moving from discovery tools to transaction facilitators, changing where and how consumers make purchasing decisions.
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