Marketing Southeast Asia

Google brings AI-powered virtual fitting room feature to Singapore shoppers

by Sharona Nicole Semilla

-

June 2, 2026

Our What’s NEXT in Marketing 2026 Conference Series returns to the Philippines, Singapore, Hong Kong, Indonesia, Malaysia—and for the first time in Thailand! Brace yourself for bold ideas driving the next marketing wave. Click here to learn more!

Singapore – Google is expanding its generative AI shopping push in Southeast Asia with the launch of its virtual try-on feature in Singapore, as online platforms race to make digital retail more immersive and conversion-driven.

Rolling out over the coming weeks, the AI-powered Try On tool allows users to upload a full-length photo of themselves and digitally preview how clothing and footwear could look on their bodies before making a purchase.

The feature works across Google Search, Google Shopping, and Google Images, turning product discovery into a more personalised and interactive ecommerce experience at a time when shoppers increasingly expect retail journeys to feel as seamless as social media browsing.

Users can virtually try on tops, bottoms, dresses, and shoes—including sneakers, loafers, and heels—directly from apparel product listings.

They can also save looks, compare outfits, share results with friends, and click through to merchants’ websites to complete purchases.

The tool is powered by Google’s custom-built fashion image generation model, which is trained to understand body shapes, garment movement, fabric textures, and how materials naturally fold, stretch, and drape across different poses.

Rather than placing static clothing overlays onto photos, the system generates a more realistic visualisation of how items may actually appear on the user.

Google said the feature connects to the billions of apparel listings within its Shopping Graph ecosystem, further strengthening the company’s ambitions to make Search a more transaction-ready shopping platform.

The Try On feature will roll out in Singapore across Google Shopping and apparel product listings in the coming weeks.