This past week, Google released a new AI try-on shopping feature which (of course) leverages Generative AI. The introduction of such features raises more than a few questions about the future of eCommerce.

I couldn't demo the features (despite trying several different ways on both mobile and desktop). The features released include:

- The ability to see clothes on various body types and skin types.

- New guided refinements allow you to use color, pattern, and style to find items similar to what you are browsing... which could help your shopping process.

The feature uses a diffusion AI model with inputs of a product image, and also a person in order to generate many different colors, sizes, and model types from limited inputs.

A few thoughts:

* Virtual try-on is definitely the future of online shopping, and I don't see why it couldn't replace going to the store in some instances.

Previously this type of technology was more common in categories like beauty/cosmetics and eyewear. This shows you how new types of AI models can help enable experiences in new categories as well.

* I do believe that when you are in a "brand or style discovery" mode of shopping, these types of features can be very helpful. There's no reason the AI couldn't generate dozens of recommendations for you in styles and colors to match your body type, even with your own image.

In a few seconds.

* That said, these features showcase what Google's Generative AI models can do, and in terms of purchase capability are likely not a replacement for a brand's website.

* As such, I expect to see third-party developers of merchandising solutions and the eCommerce platforms themselves add these features natively into their applications.

* I wouldn't be surprised to see similar types of functionality show up in Shop App, which appears committed to experimenting with the uses of AI in shopping.

While these are incremental improvements from previous shopping enhancements that may have been available from third-parties, it does show what companies like Google can do to "raise the water level" across eCommerce by providing foundational tools, models, and algorithms in order to improve shopping.