How Google Is Redefining the Shopping Journey

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Nov 24, 2025

In this engaging conversation, Lilian Rincon, VP of Shopping Experiences at Google, dives into the future of AI-powered shopping. She discusses the innovative Try-on-You feature, which uses a selfie to visualize how clothes look on the user. Lilian reveals how conversational shopping is transforming the search experience with long, complex queries. She also elaborates on Google’s agentic features that can check stock and make purchases on behalf of shoppers—all while emphasizing the importance of trust and data freshness in this evolving landscape.

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ANECDOTE

Passion Led To The Role

Lilian was a long-time shopper who worked on Google Assistant before being asked to lead Shopping.
Her hiring reflected that passion rather than prior retail experience.

INSIGHT

Three Pillars Of Modern Shopping

Google frames three shopping themes: conversational, agentic, and tailored experiences.
These themes guide new features like AI mode, Duplex-based calling, and personalized Try-On-You.

INSIGHT

Personalized Virtual Try-On

Try-On-You uses a single selfie plus merchant images to render clothes on the shopper's actual body.
This shifts representation from model-based previews to personalized visualizations at scale.

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This episode is brought to you by Commerce.

Google has always played a central role in the shopping journey, but it isn’t a retailer or even a marketplace. In fact, more than 1 billion shopping searches happen on the platform every day, yet Google has never been the endpoint. Now, with the rise of AI, multimodal search and agentic experiences, Google is ready to once again transform how consumers discover and shop for products online.

In this episode of Retail Remix, host Nicole Silberstein sits down with Lilian Rincon, VP of Shopping Experiences at Google, to unpack the company’s latest innovations — from conversational discovery to virtual Try-on-You to new agentic features that can check stock, call local stores and even buy on your behalf.

Lilian shares how Google is approaching AI-powered shopping with a “slow, steady, and user-first” philosophy, why trust and data freshness are non-negotiables, and how Google’s massive Shopping Graph gives it a unique advantage in the evolving AI commerce landscape.

Key Takeaways:

Why Google still sees itself as an ecosystem, not a retailer — and what that says about its ambitions in the realm of shopping;
A look inside Try-on-You, Google’s new personalized virtual try-on that uses a single selfie to visualize clothing on your actual body;
Why conversational shopping has officially arrived — and how it is changing the way people search;
How Google’s agentic features — including local store calling and automated buying — are tackling real-world shopper pain points; and
The critical role of Google’s Shopping Graph in powering trustworthy AI results.

Related Links:

Explore Google’s latest AI-powered shopping features
Related reading: As ChatGPT Focuses on Checkout, Google Hones its Shopping Experience
Read more about the future of retail and commerce innovation on Retail TouchPoints
Subscribe and catch up on more episodes of Retail Remix

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