Google is bringing generative AI expertise to buying, aiming to get a bounce on e-commerce websites like Amazon.com Inc.

The Alphabet Inc.-owned firm introduced options Wednesday geared toward serving to folks perceive how attire will match on them, irrespective of their physique measurement, and added capabilities for locating merchandise utilizing its search and image-recognition expertise. Additionally, Google launched new methods to analysis journey locations and map routes utilizing generative AI — expertise that may craft textual content, photographs and even video from easy prompts.

“We want to make Google the place for consumers to come shop, as well as the place for merchants to connect with consumers,” Maria Renz, Google’s vice chairman of commerce, stated in an interview forward of the announcement. “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.”

Google is the world’s dominant search engine, however 46 % of respondents in a survey of U.S. consumers performed final 12 months stated they nonetheless began their product searches and analysis on Amazon, in line with the analysis agency CivicScience. TikTok, too, is making inroads, CivicScience’s analysis discovered — 18 % of Gen Z web shoppers flip to the platform first. Google is taking notice, with a few of its new, AI-powered buying exploration options geared toward capturing youthful audiences.

A brand new digital “try-on” function, launching on Wednesday, will let folks see how garments match throughout a spread of physique sorts, from XXS to 4XL sizes. Apparel shall be overlaid on high of photographs of numerous fashions that the corporate photographed whereas growing the potential.