Google Rolls Out AI Shopping Tools in Search and Gemini

Google is introducing a suite of AI-powered shopping enhancements to its Search platform and Gemini app, designed to transform how consumers discover, compare, and purchase products. These new capabilities leverage conversational language and automated assistance to streamline the shopping experience, moving beyond traditional keyword-based searches.

Available starting today for users in the United States, the updates bring significant changes to how shopping queries are handled.

AI Mode in Search now integrates Gemini’s advanced models with Google’s Shopping Graph. This allows shoppers to describe what they’re looking for using natural, conversational phrases. Instead of typing fragmented keywords, you can ask complex questions just as you would speak to a store assistant. According to Vidhya Srinivasan, Vice President and General Manager of Ads & Commerce at Google, users are now posing queries that are dramatically longer, about 23 times the length of standard searches.

The system tailors its responses based on the nature of your question. Visually-oriented requests generate shoppable image grids, while product comparison inquiries produce detailed side-by-side tables. These tables highlight essential attributes such as ingredients, texture, and aggregated reviewer opinions. All this information is sourced from the Shopping Graph, a massive database containing over 50 billion product listings, with approximately 2 billion listings refreshed hourly to reflect the latest prices, stock levels, and new arrivals.

Within the Gemini app, new shopping features are also being activated. You can start with a general idea or a budget, and the app will help you transition from brainstorming to viewing actual, purchasable items. It can present product listings, generate comparison tables, show current prices, and indicate where to buy. This functionality is accessible to U.S.-based Gemini app users who are at least 18 years old and have a consumer account.

A major development is the introduction of agentic checkout. Building on existing price-tracking tools, this feature lets you set specific parameters for a desired product. You define the item and your target budget, and Google’s system continuously monitors for price drops. When a matching deal is found, you receive an alert. For participating merchants, you can then authorize Google to complete the purchase on your behalf using Google Pay, after you’ve confirmed the final price and shipping details. Google emphasizes that this process is built on its secure payments infrastructure and the reliable data from the Shopping Graph to ensure accuracy and safety. The rollout begins with a select group of U.S. merchants, including Wayfair, Chewy, Quince, and certain Shopify stores, with plans to include more retailers in the future.

Another innovative tool is the AI-powered local business calling feature. When you search for a product “near me” on Google Search, you might see an option labeled “Let Google Call.” After you provide details about what you need and your spending limit, Google’s system, powered by an upgraded Duplex technology with Gemini, will automatically call local stores. It asks about product availability and pricing, then sends you a concise summary of the findings via email or text. The company has stated it is implementing safeguards to prevent overwhelming merchants with excessive calls and to ensure the AI asks clear, relevant questions.

For businesses and marketers, these advancements signal a shift in the consumer journey. Conversational shopping can keep potential customers engaged within Google’s ecosystem for longer periods, making the quality of your product data feeds and competitive pricing more critical than ever. The move toward agentic checkout could centralize more transactions through Google-managed flows, increasing the importance of maintaining accurate real-time inventory, running effective promotions, and supporting Google Pay. Furthermore, the local calling feature has the potential to drive foot traffic to stores that maintain up-to-date business profiles and reliable local stock information.

Looking forward, Google intends to expand the number of merchants eligible for agentic checkout as more retailers adopt guest checkout options and integrate Google Pay. The local calling feature will debut in a limited number of product categories, with potential for expansion. For the time being, these AI shopping innovations are concentrated on the U.S. market for users of Search, AI Mode, and the Gemini app, while international availability and broader merchant inclusion remain under consideration.

(Source: Search Engine Journal)