谷歌AI购物新功能有哪些？2024个性化搜索与虚拟试穿指南

引言

Jess Weatherbed 是一位专注于创意产业、计算和互联网文化的新闻撰稿人。她的职业生涯始于 TechRadar，负责新闻报道和硬件评测。

Jess Weatherbed 是一位专注于创意产业、计算和互联网文化的新闻撰稿人。她的职业生涯始于 TechRadar，负责新闻报道和硬件评测。

谷歌的 AI 驱动搜索生成体验（Search Generative Experience, SGE）近日推出了一系列新的购物功能，旨在帮助用户为朋友或自己寻找小众或独特的商品。这些功能包括利用 AI 生成礼物创意或时尚单品，然后用户可以直接进行购买。此外，谷歌还计划在假日季前将虚拟试穿功能扩展至男性服饰。

Google’s AI-powered Search Generative Experience (SGE) is behind a bunch of new shopping features that aim to help users find niche or otherwise unique products for a friend or themselves. These include using AI to generate gift ideas or fashion items you can then shop for. Google is also expanding virtual try-ons to men ahead of the holiday season.

核心功能更新

1. AI 驱动的礼物发现与分类

从今天开始，美国已通过 Search Labs谷歌的实验性功能测试平台，用户可在此提前体验包括SGE在内的最新搜索功能。选择加入 SGE 的用户，在搜索礼物创意时，将看到一系列建议的子类别以及指向相关产品或礼物类别更多信息的链接。例如，搜索“家庭厨师的绝佳礼物”会提供可探索的子类别，如专业工具、手工食材、烹饪订阅服务和厨艺课程。用户可以点击这些子类别浏览可购买的礼物选项，并选择产品进行购买。这看起来是一种为拥有特定或不熟悉爱好的人购买礼物时，拓宽选择视野的巧妙方法。

Starting today, users in the US who have already opted into SGE via Search Labs谷歌的实验性功能测试平台，用户可在此提前体验包括SGE在内的最新搜索功能。 will be presented with a selection of suggested subcategories when searching for gift ideas, alongside links to helpful content to learn more about a product or gift category. For example — searching for “great gifts for home cooks” will provide explorable subcategories like specialty tools, artisanal ingredients, culinary subscriptions, and cookery classes. Users can then tap on these subcategories to browse shoppable gift options and select a product to buy. It looks like a neat way to expand your horizons a little when purchasing gifts for someone with particular hobbies or interests that are unfamiliar to you.

2. 文生图搜索：从想象到购买

但是，如果你能想象出想要的物品，却苦于找不到真实的商品购买呢？SGE 即将推出的一项新功能旨在解决这个问题。它允许用户通过文本描述（例如“色彩鲜艳、带图案的羽绒服”）生成逼真的服装图像，然后在线查找外观相似的真实产品进行购买。用户可以优化提示词，确保生成的图像完全符合其要求，然后向下滚动页面，从谷歌购物门户谷歌的购物平台，整合了超过350亿条商品列表，为AI购物功能提供商品数据支持。中超过 350 亿条商品列表中，查看具有相似视觉风格的可购买产品。谷歌表示，这项新功能将于 12 月在美国面向 SGE 用户开始推出。

But what if you can picture exactly what you want, but are struggling to find a real version to actually buy? An incoming capability for SGE has been designed to solve that issue by allowing users to generate photorealistic images using a text description of apparel they want — such as a “colorful, patterned puffer jacket” — and then find similar-looking real products to purchase online. Users can refine prompts to ensure the generated images match their exact requirements and then scroll down the page to see shoppable products with a visually similar style from the 35 billion listings in Google’s Shopping portal. Google says this new capability will start rolling out on mobile in the US for SGE users in December.

3. 虚拟试穿功能扩展至男装

最后一项更新并非仅限于 SGE 用户，而是对谷歌 AI 驱动的虚拟试穿工具谷歌的AI驱动工具，允许用户在线预览服装在不同模特身上的穿着效果，支持多种体型、肤色和尺寸的模特展示。进行的小范围扩展。从今天起，来自 Abercrombie、Banana Republic、J.Crew 和 Under Armour 等数百个品牌的男士上装将支持虚拟试穿体验。用户可以看到衬衫或毛衣穿在 40 位不同肤色、体型、尺寸和身高的模特身上的效果。该功能目前仅限于美国的谷歌应用和移动浏览器，但谷歌表示将“很快”登陆桌面端。

One final update that isn’t restricted to SGE users is a small expansion to Google’s AI-powered virtual try-on tool. Starting today, men’s tops from hundreds of brands like Abercrombie, Banana Republic, JCrew, and Under Armour will be available to use with the virtual try-on experience, allowing users to see what a shirt or sweater will look like on 40 models that range in skin tone, body shape, size, and height. This feature is currently limited to the Google app and mobile browsers in the US, though Google says it’s coming to desktop “soon.”

分析与展望

这些更新标志着谷歌正将其强大的生成式 AI 能力深度整合到电商搜索的各个环节，从激发灵感、精准发现到降低购买决策的不确定性。这不仅提升了用户体验，也为零售商提供了更精准的商品曝光渠道。随着假日购物季的临近，这些功能的推出时机显得尤为关键。

These updates signify Google's deep integration of its powerful generative AI capabilities into every stage of the e-commerce search journey, from inspiration and precise discovery to reducing purchase decision uncertainty. This not only enhances the user experience but also provides retailers with more precise channels for product exposure. The timing of these feature launches is particularly crucial as the holiday shopping season approaches.

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撰稿人：Jess Weatherbed

Jess Weatherbed