After bringing generative AI to search in 2023, Google is powering its Shopping tab with the technology. The company announced Tuesday that it will use AI to help users buy products based on exactly what they are looking for. We've also launched a new scrollable feed of personalized shoppable products.
When you search for products on Google, the results page now includes an AI summary of things to consider when shopping. For example, if you search for “men's winter jackets for Seattle,” you'll get a summary of what Google thinks you should know before buying a new jacket for that particular climate.
An example shared by Google reads: “When choosing a winter jacket in Seattle, prioritize good water resistance or waterproofness to keep you dry even in the frequent rain. Temperatures rarely drop below freezing, but in mild weather Consider jackets with insulation materials such as down in cold weather, or synthetic materials in wetter weather.
Image credit: Google
The AI Overview is similar to the AI Overview in Search, providing a snapshot of information at the top of the results page. AI Overviews found itself in trouble after the feature provided users with false and sometimes dangerous information (for example, the feature told users to put glue on a pizza) .
Google acknowledges in its new Shopping AI overview that experimental features may not always work correctly.
Beyond AI Overview, Google also uses AI to show you relevant products and speed up your searches. Each product we recommend includes a brief explanation of why it is suitable for you. For example, Google might point out that the parka is “made with a recycled nylon shell that can stay warm in sub-zero temperatures.”
You'll also see categories outlining the different types of jackets to consider, including lists for “Synthetic Insulated Winter Jackets for Seattle” and “3-in-1 Winter Jackets for Seattle.”
If you want to be more specific, you can use filters to see more customized results, such as searching for specific sizes or jackets in stock near you.
Image credit: Google
Meanwhile, Google is using a new personalized shopping feed to show you products and videos based on your preferences. For example, your feed might recommend Chelsea boots, show you popular pairs from different brands, or show you a series of YouTube shorts that explain different things to consider when buying and choosing boots. After Chelsea boots, scroll down to see our picks for hiking jackets, kitchenware, weekend bags, and more.
The scrollable design is designed to always show you content that Google thinks you'll be interested in, so it's a little bit out of TikTok's book. This makes sense given that TikTok is accelerating its TikTok Shop business and is already eroding Google's search dominance. The tech giant is looking to significantly enhance its shopping tab, especially now that TikTok allows advertisers to target search results pages.
Google said it transformed the Shopping tab by combining the 45 billion product listings in Google's Shopping Graph with the Gemini model. The new feature is expected to roll out in the U.S. in the coming weeks.