New Google Shopping features aim to improve experience

Google just launched 'Shopping Graph', aiming to provide users with a "more personalized and efficient" shopping experience. With billions of dynamic product listings updated hourly, Google aims to address the issue of choice overload through a) style recommendations - this feature allows users to rate apparel and accessories, refining search results in real-time to match their preferences and b) AI image generation - this tool helps users visualize apparel by generating photorealistic images based on detailed descriptions and matching them with shoppable options.

Additionally, Google's virtual try-on tool allows shoppers to see how clothes look on models of various sizes, skin tones, and body types. Overall, these enhancements are helping to improve the pre-purchase experience, reduce uncertainty, and minimize returns, which cost brands billions annually. Read the full story here.