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Google enhances shopping experience with Generative AI, gears up to outpace Amazon in e-commerce innovation Google enhances shopping experience with Generative AI, gears up to outpace Amazon in e-commerce innovation

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Google is entering the realm of e-commerce, aiming to outperform online shopping platforms such as Amazon.com Inc.

The tech giant, owned by Alphabet Inc., unveiled a range of features that leverage generative AI technology. These features include assisting users in assessing how clothing items will fit them regardless of body size, utilizing search and image-recognition technology to find products, and introducing innovative methods to explore travel destinations and plan routes using generative AI.

This advanced technology has the ability to generate text, images, and even videos based on basic prompts.

“We want to make Google the place for consumers to come shop, as well as the place for merchants to connect with consumers. We’ve always been committed to an open ecosystem and a healthy web, and this is one way where we’re bringing this technology to bear across merchants,” Maria Renz, Google’s vice president of commerce, said in an interview ahead of the announcement. .

Despite being the leading search engine globally, Google faces competition from Amazon in terms of product searches and research. According to a survey conducted by CivicScience, 46% of US shoppers stated that they began their product searches on Amazon, even though Google dominates the search market.

The research firm also discovered that TikTok is gaining traction in the e-commerce space, as 18% of Generation Z online shoppers prefer starting their shopping journey on the platform. Google acknowledges this trend and is targeting younger audiences with its AI-driven shopping exploration features.

Google has introduced a virtual “try-on” feature that allows users to visualize how clothing fits on various body types, ranging from XXS to 4XL sizes. This feature utilizes images of diverse models that Google captured during the development phase, overlaying the apparel on top of these images for a more inclusive and comprehensive representation. The aim is to provide users with a better understanding of how clothes will look and fit on different body sizes.

Google has unveiled a new service enabled by an internally developed image-based AI model. The company has also released a research paper outlining the technology behind this feature.

The virtual try-on capability considers the characteristics of clothing, such as stretching and wrinkling, to generate realistic images. Initially, the try-on feature will focus on women’s tops and will be offered in collaboration with retailers like Anthropologie and Everlane. Men’s clothing will be included in the feature at a later stage.

In addition, Google plans to expand its sources of information as users explore its new “search generative experience.” This service, initially introduced at Google’s I/O developers conference last month, is currently limited to the company’s experimental Search Labs product. However, as users test the service, Google intends to incorporate more diverse and extensive sources of information into the experience.

(With inputs from Bloomberg)

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Updated: 15 Jun 2023, 09:03 AM IST

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