Google Shopping redesign adds AI research, personalized feed, and more

Google Shopping is being redesigned with AI today. In addition to a site revamp and new logo, Google’s Shopping Graph has been combined with Gemini models to power these new experiences.

The new Google Shopping icon drops the price tag for a bag (with handle) in the four Google colors. The center is blank, with the cutout in the shape of a rotated Gemini sparkle. Meanwhile, the website features new visual elements — background animation, new icons, etc. — that do not appear in main Search. 

When you’re searching for a product, AI-generated briefs show the “top things to consider for your search.” You can access it from google.com/shopping or by searching for a product in Search and then tapping the “Shopping” filter.

For example, if you search “Men’s winter jacket for Seattle,” the “Research with AI” box, which looks like AI Overviews, will advise looking for “good water resistance,” “insulation,” and “windproofing.” This is paired with a carousel of articles from the web. 

Another example is a “top kettle for matcha” query recommending products with “precise temperature control” and a “gooseneck spout.” In this case, it will note the required temperature for matcha.

This is followed by “Top recommendations” that match the offered guidelines, and other categories. Dynamic filters at the top will let you refine by size or availability.

The Google Shopping homepage now has a personalized feed of products that you might be interested in. It’s populated with videos for a Discover-esque experience, with the ability to thumbs up/down recommendations.

A section at the top lets you quickly revisit past searches to continue shopping.

In the top-right corner, you’ll also find a “Deals” page that lets you browse by category. There are also carousels for “Top deals for you” and “Latest Deals.” It joins the existing price comparison, insights, and tracking tools.

The AI-powered Google Shopping redesign is rolling out starting today in the US on desktop and mobile web.