Kmart is launching a Google-powered AI shopping assistant called "Joy" to allow Australian customers to virtually try on clothing [1].
The move signals a shift in the retail landscape as major brands integrate generative AI to reduce purchase uncertainty and bridge the gap between online and physical shopping. By allowing customers to visualize products in their own environment, Kmart aims to lower return rates and increase consumer confidence.
Announced May 29, 2026 [1], the tool utilizes Google Gemini technology to create a conversational and visual experience [3]. Shoppers can use the assistant to preview how outfits look on their own bodies or see how home items, such as couches, and coffee tables fit within their specific living spaces [1, 2].
This partnership follows a broader trend of AI adoption in the Australian market, with other retailers like Bunnings also implementing AI-driven online shopping tools [5]. Kmart intends to provide a more interactive interface that moves beyond traditional search filters and static images [3].
The rollout of the AI assistant is expected to occur later in 2026 [1]. The tool will be integrated directly into Kmart’s online store, targeting the Australian consumer base [4].
Retailers are increasingly turning to these technologies to maintain competitiveness. The ability to virtually place a piece of furniture in a room or simulate a clothing fit is designed to create a more seamless transition from browsing to buying [4, 5].
“Kmart is launching a Google-powered AI shopping assistant called "Joy"”
The integration of Google Gemini into Kmart's ecosystem reflects a broader industry pivot toward 'visual commerce.' By shifting the online experience from a catalog-based model to an augmented reality experience, Kmart is attempting to solve the primary friction point of e-commerce: the inability to physically test a product before purchase.
