Google Says Its AI Can Now Show You More Relevant Products and Deals

Google is supercharging its Shopping platform with AI and it’s rolling out features designed to make finding the right product easier, the company said in a Tuesday blog post.

The update taps Google’s Gemini AI tool to share more information and advice on the products you’re searching for. The search giant will also offer recommendations based on your interests — for example, your searches. Additionally, Google is adding a dedicated deals page where you can find discounts on products that may be of interest to you.

The update is Google’s latest effort to bolster its Shopping platform by driving more people to make purchases from there, now with a little help from Gemini. AI can offer more personalization, the company said, and emulate the process of seeking recommendations from people you know. 

“More than two-thirds of Americans seek advice from friends or family to help them make better purchase decisions,” Lilian Rincon, Google’s vice president of product management, said during a briefing. “There are endless options out there, which can complicate the decision-making process for shoppers. … We saw an opportunity to really make shopping research more assistive and much less burdensome.”

Google said it combines that AI prowess with other data, such as user reviews and online sources, to make more relevant product suggestions.  

As part of the update, you’ll now be shown an AI-generated brief with any important considerations for the item you’re looking to buy, such as helpful design elements or materials to keep an eye out for, along with products that fit the bill. For instance, if you’re looking for a winter jacket that can keep you both warm and dry based on where you live, the AI brief will include what to look for in a coat for that climate, and then show results that align with those needs. Google will also surface relevant articles if you want more information during your search.  

Additionally, Google says it’ll serve up more products that match up with your interests and preferences, for a more personalized Shopping feed. And if you were previously considering an item but didn’t hit purchase, you’ll be able to pick up where you left off. If you’d rather not have personalized results, you can turn off the feature by going to the Google Shopping menu and tapping “Shopping preferences” at the bottom of the page.

“We really want you to imagine a store that’s always tailored to your current interests, and that’s what we have set out to create,” Rincon said.

Google is also introducing a new personalized deals page, which will show discounts on items that may appeal to you. You can access this section from the top right of the Shopping page. 

This redesigned and Gemini-powered Shopping experience is rolling out on mobile and desktop in the US, and can be accessed via the Shopping tab on Search or by going to shopping.google.com. 

Similar to Google’s AI Overviews feature, which rolled out earlier this year and provides an AI-generated summary of Search results, the new AI Shopping briefs will include an “experimental” label. As Google’s blog post notes, “that’s because this new, experimental feature may not always get it right — so we encourage shoppers to provide feedback through the three-dot menu on the brief to help us improve.”

Google is one of many tech companies injecting AI across platforms and services, adding Gemini-powered features to everything from Gmail to Docs to Android. Apple, meanwhile, is counting on its Apple Intelligence suite to bring greater productivity and personalization to the iPhone. Microsoft, too, has been pushing AI features to help with everything from summarizing documents to offering tech support.   

Now, it appears Google is leveraging the rapidly advancing tech to help inform your shopping. 

And while you’re on the lookout for the best prices, be sure to check out CNET’s dedicated Deals page.