Google Taps AI to Show Shoppers How Clothes Fit Different Bodies

One of the worst parts of online shopping is trying to figure out whether an item of clothing will actually fit. While some brands have begun hiring models with more diverse body types, the process still often requires a leap of faith--or making a lot of returns. Google announced Tuesday that it's rolling out a new way to tackle the fit guessing problem using generative artificial intelligence. Brands that run ads for women's or men's shirts will now have the ability to show shoppers how the products look on dozens of different real models, without taking additional photos. The new feature means that typing in "eyelet crop top" on Google's search engine, for example, could return an ad with a clickable gallery that shows what an item looks like on women with different skin tones and body types.