Google’s New AI Shopping Features Revolutionize Online Shopping

Google is enhancing the online shopping experience by integrating artificial intelligence across various functionalities, including a tool that can make calls to local stores on behalf of shoppers and automate purchases.

Launch of AI Shopping Features in the U.S.

Beginning Thursday and just in time for the holiday shopping season, Google users in the United States will gain access to a range of innovative AI shopping features. These enhancements are designed to streamline tasks such as product searches, item comparisons, price tracking, and the checkout process. Several features were previewed earlier this year at Google I/O.

Conversational Shopping: A Personalized Experience

One of the standout features is the new conversational shopping capability integrated into Google’s AI Mode. Users can now provide specific details about what they are looking for, such as “women’s sweaters suitable for both pants and dresses,” and can easily modify searches with follow-up requests like “more options in gray.” This targeted AI-driven approach leverages Google’s vast database of 50 billion product listings to generate tailored responses, whether through side-by-side comparison charts or visually appealing product cards. Retailer websites, historical pricing data, and price tracking will all be accessible directly from the AI interface, with ads featured in the results.

AI-Assisted Store Inquiries: “Let Google Call”

Google is also rolling out an innovative feature called “Let Google Call,” which allows users to instruct the AI to contact local stores to inquire about product availability, stock levels, and any ongoing promotions. During these calls, the AI clearly identifies itself as a robot, giving merchants the option to opt out if they prefer not to engage with AI inquiries. After the call, users will receive a text or email summarizing the information collected, starting with categories like toys, health and beauty, and electronics.

Automated Purchases: Setting Requirements and Saving Money

In a bold move, Google is enabling users to delegate actual purchases to AI agents. Shoppers can specify items, including details such as color or size, and set a preferred price point. If the item’s price falls below this threshold, Google’s agent will notify the shopper for confirmation, then complete the purchase via Google Pay. This feature will be rolled out with select merchants, including Wayfair, Chewy, Quince, and several Shopify sellers.

Transforming Shopping Habits: The Role of AI

Google positions these features as a means to automate the more tedious aspects of shopping without compromising consumer control, particularly in terms of pricing. However, the shift to AI-enhanced shopping could significantly alter traditional shopping methods, from physical browsing to exploring reviews and influencer recommendations.

AI vs. Influencer Recommendations

During a recent press briefing, Google showcased an AI shopping search for moisturizers suitable for dry skin, swiftly providing a range of product suggestions alongside comparisons. This approach feels comparable to a recent search I conducted on TikTok, known for its product recommendations. Traditionally, shoppers might rely on beauty influencers or trusted sites for purchases, but Google’s new ecosystem offers a streamlined experience where users can search, monitor prices, and complete transactions entirely through Google.

Conclusion: The Emergence of AI Personal Shopping Assistants

While it’s unlikely that shoppers will completely forsake influencer recommendations in favor of AI chatbots, the rise of these AI-driven tools presents a formidable personal shopper alternative. This evolution may reshape how consumers approach shopping, as platforms like Instagram and TikTok now contend with the efficiency and convenience of Google’s automated systems.