Google is bringing artificial intelligence into fashion retail with the launch of a virtual try-on tool that allows users to digitally wear outfits using just a photo of themselves. Rolled out Thursday in the United States, the feature is now embedded in Search, Shopping, and Google Images.

To try it out, users can open a product listing, hit the “try it on” button, and submit a full-body picture. Google’s AI will then simulate the clothing item on the shopper’s body, helping them gauge fit and style. The looks can also be saved or sent to friends.

While Google has tested try-on tech before, this version is the most personalized to date. It reflects the company’s investment in using generative AI to transform online shopping, making it more interactive and tailored.

Beyond try-on, Google is planning new features for visual outfit planning and home décor inspiration, powered by its Shopping Graph and vision match technology. The tech giant is also developing Doppl, an app that lets users virtually explore fashion choices through custom video previews.