Google has rolled out its AI-powered virtual try-on tool to UK shoppers, capitalising on the peak-shopping period, and enabling consumers to test billions of clothing listings using their own photo.

The feature, which was already available in the US and has also been launched in India, is powered by Google’s custom AI model for fashion.

This generative AI maps the nuances of clothing, including how different materials fold, stretch and drape, to create a visualisation of how items will appear on different body shapes from a single body shot.

“The feature makes online shopping more personal by letting you try on tops, bottoms, dresses, jackets and even shoes virtually,” Google said in its official announcement.

To try the feature, shoppers use the “try it on” icon on apparel product listings across Google, bringing the fitting-room experience to the user’s screen. The feature also includes a sharing function, allowing shoppers to get feedback before purchasing.

Sharing news of the launch on LinkedIn, Sophie Neary, Managing Director – Retail & Consumer Goods at Google, said the technology works on all organic listings, advising brands to ensure they have a shopping feed with high-quality images (ideally 1024 pixels or higher) to ensure the try-on tool is automatically served up on their products.