Google Pay Pilots AI-Powered Fashion Discovery with Virtual Try-On for Select Users in India

Google Pay Transforms Into Fashion Discovery Platform

Google has launched a pilot program introducing AI-powered fashion and lifestyle discovery within Google Pay in India, marking a strategic shift for the utility-focused payment app.1

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The feature, currently available to a limited group of users, adds a new "Discover" tab at the bottom of the app screen, integrating visual search, virtual try-on capabilities, and personalized product feeds directly into the platform.2

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This pilot program transforms Google Pay from a simple payment interface into an interactive shopping and inspiration hub, testing whether everyday financial platforms can serve as entry points for digital commerce and merchant traffic.1

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The move comes as digital payment platforms in India operate in a highly competitive market where customer retention and daily active user engagement are critical metrics.

Shopping Graph and Google AI Power the Experience

The new experience leverages Google's Shopping Graph, which indexes more than 60 billion products, combined with Google AI and visual search technologies.1

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This massive product catalogue enables the platform to deliver curated displays of apparel, lifestyle products, and relevant YouTube Shorts tailored to user preferences and consented Google activity.

Google Pay users who receive access to the pilot program can explore apparel products through personalized product feeds that consolidate fashion items based on their preferences.2

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The integration of YouTube videos within the feed adds another dimension to the discovery process, allowing users to see products in real-world contexts and styling scenarios.

Virtual Try-On Brings AI-Powered Visualization

The standout feature is the AI-powered virtual try-on tool that allows users to preview how specific garments drape and look on a personal photo before making a purchase decision.1

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Users can select an item from the product feed, explore details like color and size, then choose the "Try on you" feature and upload a photo to visualize the clothing on themselves.2

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Future updates will incorporate automated daily outfit recommendations, with users gaining the ability to try pre-generated daily looks and receive outfit suggestions.2

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This positions Google Pay to compete not just as a payment platform but as a personal styling assistant powered by Google AI.

Visual Search Integration via Google Lens

The Google Pay Discover tab includes an integrated camera feature through Google Lens that enables shoppers to snap photos of real-world garments or upload images from their gallery to locate visually similar products across the web.1

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Users can tap the Google Lens icon to check out similar items, creating a seamless bridge between offline inspiration and online shopping.2

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This visual search capability allows users to customize their experience by uploading images or scanning products in real-time to explore similar products from the internet library, expanding discovery beyond the initial personalized feed.

Merchant Traffic Flows to Third-Party Platforms

While the AI-powered fashion and lifestyle discovery process occurs within Google Pay, purchases are not processed directly on the platform.1

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Clicking on an item routes users directly to third-party merchants' storefronts, where checkout is completed via any payment method accepted by that retailer.2

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This approach positions Google Pay as a discovery and traffic-generation tool rather than a direct commerce platform, potentially creating new revenue streams through referral partnerships while maintaining the app's core payment functionality.

Account Requirements and Search Personalisation

To access the Discover tab, pilot participants must run the latest version of Google Pay, log into a personal Google Account, and have both "Web & App Activity" and Search Personalisation settings enabled.1

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These requirements ensure the platform can deliver truly personalized experiences based on user behavior and preferences.

Google urges Google Pay users to update to the latest version to see if the feature is rolling out for them, as the pilot program remains limited to select users during this testing phase.2

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Customization Controls and User Engagement Tools

Google has built several customization controls into the interface to enhance user engagement. Shoppers can adjust feed recommendations by reacting to specific items with emoji prompts, signaling preferences to see more or fewer similar products.1

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These interactions can be reviewed or reversed at any time via the "Your activity" log in settings.

Users can manage styling settings, including gender preferences and uploaded model photographs used for virtual try-on previews, under "Your shopping settings."1

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Products and generated virtual try-on looks can be bookmarked and stored in dedicated sections within the user's "Saved Items" tab, creating a personalized shopping wishlist.

Built-in reporting workflows allow users to flag inappropriate product listings or redirect to YouTube to report video content, ensuring content quality and user safety.1

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Users can also share feedback to improve the feed and update their images for better virtual try-on results.2

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