After bringing generative AI to Search in 2023, Google is supercharging its Shopping tab with the technology. The company announced on Tuesday that it will use AI to help users shop for products based on exactly what they’re looking for. It also launched a new scrollable feed of personalized, shoppable products. 

Now, when you search for a product on Google, the results page will include an AI brief with things to consider when shopping. For instance, if you search for a “men’s winter jacket for Seattle,” you will see a summary with things Google thinks you should know before purchasing a new jacket for that specific climate.

An example shared by Google reads: “When choosing a winter jacket for Seattle, prioritize good water resistance or waterproofing to stay dry in the frequent rain. While temperatures rarely dip below freezing, consider a jacket with insulation like down for milder weather or synthetic materials for wetter conditions.”

The AI brief is similar to AI Overviews on Search, which display a snapshot of information at the top of the results page. AI Overviews had a rocky launch after the feature provided incorrect and sometimes dangerous information to users (the feature told users to put glue on pizza, for instance). 

With the new Shopping AI briefs, Google acknowledges that the experimental feature may not always get it right.

Beyond the AI briefs, Google is using AI to show you relevant products to speed up your search. Each product that it recommends will include a brief description of why it might be a good match for you. For instance, Google may note that a parka “is made with a recycled nylon shell that can keep you warm in subzero temperatures.”

You will also see categories that give you an overview of the different types of jackets to consider, such as a list of “Synthetic insulated winter jackets for Seattle” or “3-in-1 winter jackets for Seattle.”

If you want to get more specific, you can use filters to see more tailored results, such as searching for something in a certain size or jackets that are available in stock near you.

Google, meanwhile, is using the new personalized shopping feed to surface products and videos based on your preferences. For instance, the feed might recommend Chelsea boots and show you popular pairs from different brands and a series of YouTube Shorts discussing different things to consider when shopping and choosing a pair of boots. After the Chelsea boots, you might scroll to see recommendations for hiking jackets, kitchen appliances, weekend bags, etc. 

The scrollable design takes a page out of TikTok’s book, as it’s designed to keep surfacing content that Google thinks you are interested in. Given that TikTok has been accelerating its TikTok Shop business and is already eating into Google’s Search dominance, it makes sense for the tech giant to supercharge its Shopping tab, especially now that TikTok lets advertisers target its search results page.

Google says it paired the 45 billion product listings in Google’s Shopping Graph with Gemini models to transform the Shopping tab. The new features are rolling out in the U.S. over the coming weeks.

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