Retail brands will soon be able to add 3D interactive augmented reality (AR) models to Google searches of their products so customers can superimpose items in the “real world” to try them out.

The online search giant confirmed plans to integrate AR into standard Google search results during a launch event for its Pixel 3 smartphone at its annual developer’s conference.

A presentation by Google vice president Aparna Chennapragada showed a phone’s camera being used to superimpose an animation of a great white shark onto a real life image, as well as a 3D exploration of a pair of New Balance running shoes, both against a blank space backdrop and a ‘your space’ backdrop.

Although it was unclear how many searches would have the AR feature added when the technology is rolled out for the first time later this month, Google is reportedly working with brands including New Balance, Samsung and Volvo on how they can optimise the tool in their search results.

Google has already rolled out testing of AR features on Google Maps, which superimpose arrows on the real world for directions, whilst other uses for AR objects have been found for testing furniture.

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