Google AI try-on now works with selfies

Google’s updated AI trial now works with selfies. Here’s what this means for fashion marketers and e-commerce brands

The AI-driven fashion game just changed again. Google announced a major update to its virtual try-on tool. Users can now generate a complete digital model of themselves using only a selfie. No full body photo is required.

With this launch, Google is doubling down on AI to improve e-commerce conversion and discovery. The update is now available for US users.

This article explores the update, what it signals for the future of online shopping, and how marketers can use these AI advances to drive more personalized customer journeys and stronger product engagement.

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Selfie to full body model, powered by Gemini 2.5

Previously, Google’s AI try-on feature required users to upload full-body images to preview how clothes would look. Now all it takes is a selfie. Google’s Gemini 2.5 Flash Image model, dubbed “Nano Banana”, generates a realistic representation of the entire body based on the user’s face.

Once a shopper uploads a selfie and selects their clothing size, the tool creates multiple studio-style images. The user can then choose one and save it as their default trial avatar.

The experience is available in Google Search, Shopping, and Images. Users can simply tap on a product listing and click the “try” icon.

The ability to use a full body photo or choose from a range of preset template bodies remains available.

Google’s Advance in AI-Driven E-Commerce

This isn’t Google’s first experiment with the AI ​​fad. The original trial feature launched in July and is integrated into Google’s Shopping Graph, which indexes more than 35 billion product listings.

Google also operates Doppl, a separate AI fashion discovery app designed to help users visualize outfits based on their personal style. The app recently introduced a shoppable feed with AI-generated product videos and outfit suggestions tailored to individual preferences.

The format mimics the abbreviated, scrollable experience found on TikTok and Instagram. This speaks to Google’s intention to combine e-commerce with entertainment-driven discovery.

What Marketers Should Know

Whether you’re in e-commerce, digital marketing, or product strategy, Google’s AI trial update signals a shift in how consumers interact with fashion online. Here’s what to keep in mind.

1. AI customization is no longer a bonus

This feature reflects a broader trend in retail. Seamless, visually rich personalization is becoming the new norm. With a simple selfie, users can create a personalized and easy try-on experience. Brands that fail to meet this expectation risk being left behind.

2. Visual commerce is growing rapidly

From AI-generated outfit videos to virtual try-ons, visual storytelling is now at the heart of product discovery. Marketers should explore ways to move beyond static images. Think short-form videos, real-time styling tools, and rich media that reflect the way people already shop on social platforms.

3. Product Data Hygiene is a Quiet Engine of Growth

Since Google’s trial experience is inspired by the Shopping Graph, clear and accurate product data is more important than ever. Incorrect sizes or incomplete listings will disrupt the customer experience and hurt conversion. Now is the time to audit your product feeds.

4. Inclusivity drives adoption

Google still allows trials using pre-made templates with different body types. Savvy marketers can build on this approach by showcasing products in a variety of designs. Reflecting real-world diversity in product images helps reduce purchasing hesitation and build trust.

Google’s selfie-based trial feature removes a major barrier for buyers. It brings the promise of AI-driven fashion to the masses without requiring users to pose for full-body photos or guess how items will fit.

For marketers, this is more than a nice feature. This is a sign that AI is becoming fundamental to the e-commerce experience. Now is the time to integrate AI-enhanced visual experiences that meet growing consumer expectations.