Kmart has partnered with Google to launch an AI shopping assistant called Joy for its Australian online platform [1, 2].
This integration represents a shift in the retail landscape by moving beyond simple search filters toward conversational commerce. By allowing customers to visualize products in their own lives, the company aims to reduce the guesswork associated with online shopping and maintain a competitive edge against other retailers adopting similar technology [1, 4].
Joy utilizes Google Gemini AI to provide a conversational experience for shoppers [2]. The assistant includes a virtual try-on feature that allows users to preview how outfits look on them before purchasing [1, 3]. This capability is designed to bridge the gap between the physical and digital storefronts, potentially reducing return rates by giving customers a more accurate representation of fit and style [1].
Beyond apparel, the tool offers visual search and home product preview features [1, 2]. These functions allow customers to see how home items would fit into their living spaces virtually [1]. This approach follows a broader trend in the Australian market, as other major retailers like Bunnings have previously introduced AI-driven online shopping tools [4].
Kmart said the goal of the assistant is to provide a more intuitive shopping experience. By integrating visual search and virtual previews, the company seeks to eliminate the need for customers to imagine how a product might look in person [1, 2].
“Kmart has partnered with Google to launch an AI shopping assistant called Joy.”
The launch of Joy signals a transition toward 'immersive retail,' where AI reduces the friction of online shopping by simulating physical interactions. As major Australian retailers integrate generative AI into their storefronts, the industry is moving away from static catalogs toward personalized, interactive environments that prioritize visual verification over consumer imagination.
