Lock screen platform Glance has announced the launch of a new generative AI-based shopping experience, which suggests different outfits on a user's personalized avatar. This innovative feature is made possible through a partnership with Google, leveraging the company's Gemini models and Vertex AI technology.

In a separate development, Glance has also secured fresh funding from Google, although the exact details of the investment remain undisclosed. This new backing comes on top of Google's existing investment in the company, further solidifying their partnership.

The AI-powered shopping experience is currently being tested in the U.S. through a new app called Glance AI, with plans to roll out the feature to all users in the U.S. and India in the coming months. This move marks a significant expansion of Glance's services, which already boast over 300 million active users across markets like India, Japan, and Indonesia.

Google's involvement in this partnership is part of its broader strategy to promote the adoption of its Gemini and Cloud platforms for AI implementation in India. The tech giant has been actively investing in startups in the region, with a recent example being its backing of webtoon platform Toonsutra.

According to Glance CEO Naveen Tiwari, the app's model is designed to understand fashion trends and provide personalized suggestions to users. "Think of this experience as looking through a fashion magazine with the latest apparel, where you are the model on each page," Tiwari explained. The ultimate goal is to create a discovery engine and feed that enables users to explore different items and purchase the ones they like the most.

To access the AI-powered shopping experience, users will need to upload a selfie, select their gender, hair length, and ethnicity, and specify their body type during the onboarding process. The app will then generate a personalized avatar, showcasing different looks on the lock screen. Users can tap on a button to see matching suggestions from partnered ecommerce sites, with Glance earning a commission for each completed purchase through affiliate links.

In the Glance AI app, users can browse through multiple outfit suggestions and even set them as their lock screen. While the app currently only offers apparel suggestions, it will eventually provide recommendations for other items present in the scene, such as accessories or home decor. Users will also be able to fine-tune their suggestions using an upvote/downvote-like mechanism and chat functionality to find inspiration for a specific look.

Glance's innovative approach to personalized shopping comes at a time when companies and startups are actively exploring AI-powered solutions to improve ecommerce experiences. With its massive user base and expanding services, Glance is well-positioned to become a leading player in this space.

As the ecommerce industry continues to evolve, it will be interesting to see how Glance's AI-powered shopping experience is received by users and how it impacts the company's growth trajectory. With Google's backing and its own innovative approach, Glance is poised to make a significant impact in the world of personalized shopping.