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Google Shopping’s New AI Tools Help Consumers Make Confident Decisions

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Published on March 10, 2025

On March 5th, Google announced another two AI-powered updates to Google Shopping, continuing its string of AI Shopping improvements. Google’s Vision Match and try-on tools are available to US shoppers and aim to help consumers feel more confident in their buying decisions.

With Google’s search volatility causing businesses unease, it’s important to understand what these newly announced features are and how they can impact your Google Shopping success.

Vision Match Shows Your Products To the Right Customers

Google’s latest Shopping tool, Vision Match, is designed to help users find the products they’re looking for. When a consumer can’t find a product to match what they had in mind, they can bring it to life by typing a description into the Vision Match bar.

Google uses the example search query: “colorful midi dress with big daisies.” After inputting this description into the Vision Match search bar, multiple AI images will be generated, alongside a list of similar shoppable products.

green dress and orange dress on google shopping with related products below — Once you decide which AI-generated product is the closest vision match, you can shop the most similar products online. Source: Google’s Blog

How Vision Match Can Benefit Your Business

Rather than pulling search results by matching the search query’s keywords with those on product pages, it uses AI image generation to sketch out the idea to life and find visually similar products. This style of search makes the results much more tailored than when using generic search terms, so the quality of shopper intent will be higher for businesses that appear here.

Vision Match has the potential to increase your store’s visibility for search terms your product pages aren’t targeting – great for stores wanting to rank on Google Shopping more often.

Vision Match is available to all users in the US and is located in the “Shopping” tab under “Create and Shop,” or via a “Can’t find it? Create it” prompt in the search results of their initial query.

AR Beauty Tool: Customers Can Try Out Your Looks Virtually

Google’s second announcement is an AR beauty feature powered by Gemini, which captures users searching for makeup look inspiration by letting them apply the look to themselves virtually. Google explains:

“searching “soft glam” might offer you a selection of neutral eyelash, a rosy blush and a subtle lip gloss, all applied virtually to your face. Just tap “See the looks on you” when browsing Search on mobile, and click “try it on” to get started.”

ginger girl pouting and trying makeup on with Google's AR filter — For each makeup look that a user tries on, they’ll be given a list of recommended products they can purchase to replicate it. Google Source: Google’s Blog

How This AR Beauty Feature Can Benefit Your Business

Although online shopping is extremely popular, consumers are still hesitant to purchase certain items without sampling them in person – especially when it comes to choosing cosmetic products, which are often non-refundable. This creates a challenging barrier that limits online sales to new customers in particular; especially if you don’t have an in-person store for them to visit.

Since this feature lets the buyer picture themselves in this product, they’ll be given an added confidence that will encourage purchase. Because of this, it stands to reason that cosmetic purchases made through this feature may be less likely to be returned.

Did You Know?

Similarly to the try out new looks tool, Google has an AI tool to try on clothing. It has recently updated its machine learning so users can try on an entire look, rather than just a singular top.

Final Thoughts

Google’s latest AI features bring the chance for businesses to have an increased visibility in search results and provide more sales. That said, AI features are completely transforming the search landscape and bringing into question the impact of traditional SEO.

As changes continue to be rolled out – such as Google’s AI Mode – it’s important for businesses to understand the role of AI in SEO and adapt their strategies accordingly.

Written by:

Annie Angus Writer

Annie Angus is a Writer for Website Builder Expert with a passion for shaping jargon-heavy research into digestible content. She has previously researched and written about industries ranging from tech to fashion, and now, after testing our top website builders such as Wix and Squarespace, she is enthusiastic to share her findings with our readers. With first-hand experience in utilizing social media and online marketplaces to grow a small handmade clothing business, Annie understands the priorities and concerns held by SME owners, and knows precisely what they look for in a website builder. She combines this unique perspective with her knowledge of website builders to produce engaging content spanning all areas of the small business journey, from creating a strong website to growing and maintaining an audience.