There have never been more options for things to buy. Google is betting AI is how shoppers will make decisions.
Google is infusing artificial intelligence into just about every part of how people shop online — including having an AI tool call local stores on a human’s behalf and purchase items automatically. Beginning Thursday Google users in the US will have access to a slew of new AI shopping features, targeting tasks like searching for products, comparing similar items, tracking prices, and finally hitting check out.
Some of the features were teased in May at Google I/O. First, Google is adding conversational shopping to search’s AI Mode, allowing users to describe in detail what they’re looking for: an initial search for “women’s sweaters that can be worn with pants or dresses” can then be modified by a follow-up of “more options in gray colors,” for example, instead of clicking through filters and adding keywords to queries. The AI-powered response pulls from Google’s trove of 50 billion product listings and is tailored to the specific request: a side-by-side chart if the user is asking for comparisons of specific items, or a stream of product image cards if they’re looking for general suggestions. Users can click into items, visit retailer sites, see historic pricing data, and track price changes all from AI Mode, and there will be sponsored listings in results. Google is also adding the shopping features to the Gemini app for US users. AI tools will also be deployed for the shopping tasks that can be painfully human. Google is adding a so-called agentic AI feature called “Let Google Call” that users can direct to call local stores to ask about products, what’s in stock, and whether there are sales or promotions. When the AI agent calls, it discloses to the store that it’s an AI caller; merchants will be able to opt out if they don’t want robots asking about sales. After the call, the human user will get a text or email with the information gathered. The agentic calling option will begin rolling out in certain categories, starting with toys, health and beauty, and electronics. Finally, users will be able to task AI agents with actually purchasing items. Shoppers will be able to select items and specifications like color or size, and name the price they want to spend — if the item dips below that, Google’s agentic checkout will ping the shopper, confirm they want to buy it, then use Google Pay to complete the transaction. The feature will begin rolling out with merchants including Wayfair, Chewy, Quince, and some Shopify sellers. Google frames the features as a way to automate the tedious parts of shopping while still giving shoppers control, especially around things like price. But a shift to AI-powered shopping could upend all of the existing ways consumers currently find things: browsing in-store, through buying guilds and reviews, and of course from influencers. One of the example queries Google demonstrated during a press briefing was an AI Mode shopping search for moisturizers for dry winter skin. The tool quickly pulled a handful of recommendations, along with comparisons of products. It struck me as fascinating — just a week prior, I had made essentially the same search, only on TikTok, which is widely used as a product recommendations and reviews platform. Ordinarily I might find an item to buy through a beauty influencer or a site like The Strategist; in Google’s new shopping ecosystem, I could choose what to buy, track the price, and buy it, all from Google, consolidating the entire experience. AI-generated shopping responses sometimes also pull in content from platforms like TikTok or Reddit, meaning all of those human recommendations and reviews eventually funnel up to Google’s automated system, too. Would shoppers completely abandon influencer recommendations for an AI chatbot? Probably not. But it’s hard not to see all of these AI-powered tools as effectively a built-in personal shopper — and creators ranging from Instagram influencers to product review sites will likely feel the competition.
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