FONCTIONNALITÉS D'ACHAT GÉNÉRATIF DE L'IA DE GOOGLE
Google is ushering in the holiday shopping season with a series of innovative features powered by generative artificial intelligence. The search and advertising giant unveiled three tools designed to assist online shoppers in making informed purchases. The first tool utilizes AI to suggest personalized gift ideas based on the user's query, catering to various preferences such as gifts for a child aspiring to be a scientist or an adult passionate about knitting. The second tool allows users to generate photorealistic variations of items they desire, such as a metallic puffer jacket or leopard-print hoodie, and then identifies real products in Google's shopping ecosystem that closely match these preferences. Finally, Google is expanding its virtual try-on feature, which employs AI to illustrate how an item will look on different models, now including men's tops after introducing the technology for women's tops in June.
The first two features will initially be available exclusively to US users through Google's Search Labs, part of the "search generative experience" (SGE) introduced earlier this year. Users interested in accessing these features can sign up for access. Google's tool for gift ideas is immediately available to anyone logged into SGE, while the capability to conceptualize products and search for real versions will launch for US mobile users of SGE in December.
The expanded virtual try-on feature, available to all US mobile users starting today and soon on desktop, will display a "try on" icon next to products from numerous brands, including J.Crew, Abercrombie & Fitch, Banana Republic, and Under Armour. Building on the success of women's virtual try-on, Google aims to offer users the ability to view the product on 40 different models of various sizes, body shapes, and skin tones.
Shopping has become a key arena for Google to experiment with generative AI technology. Lilian Rincon, senior director of consumer shopping at Google, noted that the women's virtual try-on has been well-received, with products featuring the feature experiencing 30 percent more "high-quality interactions" than those without. Google's objective is to provide shoppers with a better sense of the product, enhancing the overall shopping experience and potentially leading to increased engagement and purchases.
The idea of allowing users to generate a product and then find real listings to match emerged from Google research revealing that Gen-Z often had a specific product vision but struggled to search for it effectively. Google aims to simplify the visualization of desired products, leveraging its vast shopping graph of 35 billion products to find suitable alternatives.
In addition to these features, Google is contemplating the global rollout of virtual try-on but acknowledges the need for careful consideration due to diverse markets. The company is committed to bringing this experience to more markets in the future, emphasizing the importance of cultural representation in model selection for optimal user engagement.
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