Google Introduces AI-Powered Shopping Features to Revolutionize Online Retail

Starting Thursday, US Google users will gain access to a suite of innovative AI-driven shopping functionalities designed to streamline and enhance their online shopping experience. These features, unveiled ahead of the holiday season, aim to assist users with product searches, comparisons, price tracking, and automated purchases by leveraging advanced artificial intelligence.

Conversational Shopping in Search

Google is enhancing its search capabilities by integrating conversational AI Mode, allowing users to describe what they’re seeking in natural language. For example, a user searching for “women’s sweaters that can be worn with pants or dresses” can refine their search with follow-up queries like “more options in gray,” without manually adjusting filters or keywords. The AI responds with tailored results drawn from Google’s extensive database of 50 billion product listings, providing comparison charts or image streams based on the query. Users can explore details, visit retailer sites, view historical prices, and monitor price fluctuations directly within AI Mode. Sponsored listings will also appear in these results, integrating ads seamlessly. Additionally, these shopping features will be available within the Gemini app for US users.

AI-Driven Store Calls with "Let Google Call"

Another breakthrough is the deployment of "agentic AI" through the new “Let Google Call” feature. Users can instruct Google’s AI to contact local stores on their behalf to inquire about product availability, stock levels, or ongoing promotions. The call is transparent; merchants are notified that an AI is making the inquiry and can opt out if they prefer. Post-call, users receive a summary via text or email with the gathered information. This feature will initially be available in categories like toys, health and beauty, and electronics.

AI-Assisted Purchase Automation

Google is also enabling shoppers to delegate the final purchase to AI agents. Users can select items, specify preferences such as color, size, and a target price. If the item’s price drops below the set threshold, Google’s AI agent will notify the user to confirm the purchase. Once approved, the transaction is completed using Google Pay. This feature is rolling out with partners including Wayfair, Chewy, Quince, and select Shopify merchants.

Transforming the Shopping Experience

Google frames these innovations as efforts to automate the more tedious aspects of shopping while maintaining user control, especially regarding budget constraints. However, these AI enhancements could significantly shift traditional shopping methods—reducing reliance on in-store browsing, reviews, and influencer recommendations.

For instance, during a press briefing, Google demonstrated an AI Mode search for moisturizers suitable for dry winter skin. The AI quickly generated recommendations and comparisons, mirroring how a user might now search on TikTok or other review platforms. In this new ecosystem, users can complete the entire buying process—from discovery to purchase—within Google, incorporating content from platforms like TikTok and Reddit that inform human reviews.

While influencer-created content remains valuable, these AI tools effectively act as personalized shopping assistants, potentially reshaping how consumers explore and buy products online. Content creators and review sites may face new competition as AI-driven shopping becomes more prevalent.

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