Google’s AI Makes Shopping Smarter and More Personal

Shopping Gets a Smarter Makeover

Google is deepening its play in e-commerce with the introduction of “Shop with Google AI,” a new experience that leverages generative AI to simplify — and personalize — the online shopping journey. Developed within Google’s Search Labs, the pilot launches with a set of innovative features including an AI-powered shopping assistant, price tracking, and a visual try-on system. This experiment is powered by Google’s Gemini language model and enables users to describe what they’re looking for in natural language, generating relevant product suggestions instantly. From suggesting items based on vague prompts like “warm clothes for a New York winter” to summarizing product reviews for quick decision-making, the system aims to make digital shopping more intuitive and frictionless.

The Rise of the Agentic Shopping Assistant

One of the standout innovations is the new “AI agent” that doesn’t just suggest — it acts. Google’s assistant can narrow down results, keep track of price drops, and even move users toward checkout by finding the right size and closest match for a given retailer. The feature draws heavily on Google’s extensive product catalog and search expertise, delivering context-aware responses that are increasingly “agentic,” meaning the AI can take proactive steps on behalf of the user. This agentic shopping experience may represent a broader trend in AI-driven commerce where conversational interfaces do more than just converse — they streamline the entire buying process from research to purchase.