Google is enhancing its search capabilities by integrating more AI technology, aiming to assist shoppers in finding the products they desire, even if those products are generated by AI. This feature will be available to users on Google's app and mobile platform, enabling them to refine their searches for specific jacket styles using generative AI tools. The recently introduced feature, named Style Recommendations, allows users to rate items in their searches, enabling the system to learn the user's preferred style and preferences. This feature somewhat resembles the concept of Tinder, but for selecting shirts. Once users discover clothing items they like, they can specify their preferred brands, leading to the instant display of more apparel options from those selected brands. Previously, Google tested AI tools to help users discover more items that align with their tastes. In November, users of the company's Search Generative Experience had the opportunity to evaluate an image generation feature that assembles jackets and other clothing based on given prompts.

Users can then find similar items based on the generated AI images. Additionally, Google also tested a virtual try-on feature, allowing shoppers to visualize how dresses from various brands look on them. Both of these features have now been implemented on Google Shopping. Google is joining other e-commerce platforms in incorporating generative AI tools into the shopping experience. For instance, Amazon employs its shopping assistant named Rufus, which answers customer inquiries about products. Although initially Rufus made jokes about Jeff Bezos, Amazon ultimately rolled out the assistant to selected users. The company also offers AI-powered sizing recommendations.