While the Apocalypse – Blog

 A new breed of online ad allows brands to pay Google to offer shoppers AI-generated images that show how items of clothing would look on different skin tones and body types.

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. (Other types of apparel items aren’t eligible yet, and Google didn’t share a timeline for when they might be added.)

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