Google uses AI to show shoppers how clothes fit on different bodies


One of the new ad formats announced today by Google will allow brands to link short-form videos they’ve created — or that they’ve hired creators to film — to their ads in Google’s search engine. AI-generated text summaries of the clips will be included below. “I have three Gen Z-ers at home, and watching them shop, it’s very video-based,” Madrigal said.

Google also launched a tool that allows companies to create entirely new, AI-generated product images based on photos from earlier marketing campaigns and photos that represent their brand identity. For example, a home goods brand could upload a photo of one of its candles and an image of a beach, and ask Google to search for “Candle on the beach under some palm trees like this one.” It is visible.”

A Girls Gotta Spa! Shannon Smith, founder of the eponymous perfume and body care company, said she started using Google’s AI image tools last year when the company first started rolling them out as part of software called Product Studio. Initially, Google only allowed merchants to make small changes to existing product photos like changing the background and increasing the resolution.

“This coincided with our struggle to keep up on our social channels with professional-looking photography, and as finances became more tight, I decided to give it a try,” says Smith. She uses it to create images for use on social media, email newsletters, and her Amazon store. (Google put Smith in touch with WIRED to discuss his experiences with its AI products.)

Smith said Google’s AI tools save time and have gotten better as we continue to use them. “I admit, I was disappointed at first if it would produce images without shadows or reflections, or have an unidentified object in the photo,” she explained. “I’ve found that as I respond to each image, those issues begin to resolve.”

Google is attempting to help advertisers create attractive imagery without having to spend much of their time and budget on graphic designers, photographers, set designers and models. That may not be good news for those workers and shoppers may be disappointed if product images aren’t accurate. But Google hopes the AI ​​imagery will make ads more appealing and attract more clicks – boosting its revenue.

Yet the company and its competitors are probably helping retailers avoid paying for expensive software like Photoshop or spending so much on creative services. It’s unclear how many customers will necessarily feel compelled to advertise more. Smith said that his company does not buy advertising on Google, despite how much it appreciates the product the studio produces.

AI-generated advertising is fast becoming the mainstay of the internet. Earlier this month, Meta began giving advertisers on Facebook and Instagram the ability to create new versions of existing product photos using AI, having previously only offered AI-generated backgrounds. Meta and Google also allow advertisers to create marketing copy for their ads.

Amazon announced a similar beta image generation tool last fall that can also create backgrounds for product photos. Instead of advertising a garden hose on a plain white background, it allows brands to create a backyard scene with a garden and trees — no real dirt required.

The question is whether consumers will dislike AI-generated ads if they see them for the first time. Some fashion brands have faced strong backlash from their customers when they announced they were experimenting with artificial intelligence, including Levi’s and dressmaker Selkie. But for many small e-commerce companies, the potential benefits of using AI may outweigh the risks.

“Let’s face it, small businesses are collapsing like a house of cards. We’re barely hanging on,” Smith said. “This has helped me stay on top of visibility among customers and potential customers. I’m pretty sure my aesthetic would have deteriorated or I would have given up many social channels without it as an option.”


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