US tech giant Google has announced plans for a new agentic AI checkout feature and the rollout of a virtual dressing room.

The new features are part of the company's AI Mode, its most powerful AI search which uses advanced reasoning and multimodality.

The company's new agentic checkout will enable shoppers to buy items at a price that fits their budget, with a feature that enables price tracking on any product listing.

Users set the right size, colour, and amount they want to spend, with shoppers receiving price drop notifications.

When a shopper is ready to buy, they confirm the purchase details and tap "buy for me". Behind the scenes, Google adds the item to a cart on the merchant's site and automatically completes the checkout with Google Pay.

The feature is expected to roll out over the next few months for product listing in the US.

From this week, consumers using Search Labs in the US can now virtually try on billions of apparel listing by uploading a photo, with Google describing the technology as the "first of its kind" working at this scale.

The tool is powered by a new custom image generation model for fashion, which Google said "understands the human body and nuances of clothing", including how different materials fold, stretch and drape on different bodies.

When shopping for clothing items on Google, users in the US can tap the “try it on” icon on product listings.

The shopping experience also combines the capabilities of Gemini, its genAI chatbot, with the company's Shopping Graph, which has over 50 billion product listings.

By telling AI Mode they are searching for a particular item, it will now provide consumers with a browsable panel of personalised product listings and images.

The mode can also perform a "query fan-out" for more specific options, which is linked, for example, to things like weather or length of a journey when taking a trip.

This means it can run several simultaneous searches to identify what makes a bag good for rainy weather and long journeys, and then use those criteria to suggest waterproof options with easy access to pockets.

A new righthand panel also updates with relevant products and images they go.

These shopping features are also coming to AI Mode in the US in the coming months.

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