Google’s newest update marks one of its most aggressive moves to integrate AI into the shopping journey. By weaving its Gemini models, the Shopping Graph, and Duplex-powered calling features into Search and the Gemini app, Google aims to turn browsing, comparing, and purchasing into a single, fluid AI-assisted workflow.
Rolled out initially to U.S. users, these capabilities expand Google’s position not only as a search engine but as a decision-making companion that can plan purchases, track prices, and even contact stores on your behalf.
AI Mode Shopping Upgrade: What’s New?
Natural Language Shopping Comes to Search
AI Mode in Google Search now taps directly into Gemini models and the vast Shopping Graph (Google’s real-time index of more than 50 billion product listings).
This enables users to search the way they speak, with natural, descriptive queries rather than rigid keywords.
Examples include:
- “Find me a lightweight moisturiser that won’t clog pores and costs under $25.”
- “Show me earthy-tone sneakers like the ones trending on TikTok but with arch support.”
Google reports that users in AI Mode submit queries 23× longer than traditional searches, a sign that shoppers are treating the AI like a conversation partner rather than a search box.
Adaptive Visual and Comparison Outputs
Depending on the query, Search can generate:
- Shoppable visual grids for aesthetic-based questions
- Side-by-side comparison tables for technical or ingredient-based research
- Context-aware recommendations combining reviews, textures, materials, pricing, and availability
These results update in near real time, powered by the Shopping Graph’s massive hourly refresh of 2 billion product data points.
Gemini App Shopping: From Ideas to Purchases
The Gemini app is no longer just a conversational assistant. It now doubles as a mobile shopping consultant.
Users can brainstorm ideas (“Gifts under $50 for someone who loves cooking”) and instantly receive:
- Price-filtered product recommendations
- Comparison charts
- Store options
- Relevant reviews
- Purchase links
This bridges the gap between creative inspiration and practical buying. The features are currently exclusive to U.S. users with standard consumer accounts aged 18+.
Agentic Checkout: Automated Price Tracking and Purchases
Perhaps the most ambitious update is agentic checkout, Google’s AI-driven system that monitors prices and can complete purchases on your behalf.
How It Works
- You specify the exact product you’re interested in.
- You set a threshold or budget preference.
- Google continually tracks prices across eligible merchants.
- When the price drops into range, you receive an alert.
If you approve, Google automatically completes the purchase using your Google Pay details and saves the order information.
Merchant Support
Initial participating merchants include:
- Wayfair
- Chewy
- Quince
- Select Shopify stores
More retailers are expected to join as they adopt guest checkout options and Google Pay integration.
Why It Matters
Agentic checkout shifts Google further into the transactional layer of commerce, potentially reducing friction for customers and reshaping how merchants run promotions and feed product data.
AI-Powered Local Business Calling: Duplex with a Shopping Twist
Google’s Duplex technology, known for booking restaurant reservations, has now been upgraded with Gemini models to manage product availability calls to local businesses.
A New Workflow for Local Shopping
When you perform a “near me” search, some results may show a “Let Google Call” option.
The system:
- Asks clarifying questions about your product, size, quantity, or budget.
- Automatically calls local stores.
- Inquires about stock, pricing, and variations.
- Sends you a neatly summarised report via SMS or email.
This is especially useful for items with volatile in-store availability, such as electronics, holiday gifts, pet supplies, and specialty goods.
Google emphasises that it limits call frequency and maintains clear, respectful guardrails so businesses aren’t overwhelmed.
Why This Matters for Retailers and Marketers
These updates fundamentally reshape the discovery and conversion funnel.
Key Implications
a. Product Feeds Are More Critical Than Ever
Accurate, structured data, including pricing, attributes, and availability, ensures your products surface correctly in AI-driven visual grids and comparison tables.
b. Conversion May Shift Closer to Google
Agentic checkout means more purchases occur without users leaving Google’s ecosystem. Retailers need:
- Up-to-date inventory
- Google Pay readiness
- Competitive pricing strategies
c. Local Inventory Could Influence Foot Traffic
With AI-powered calling, verifying stock in real time, local businesses with reliable data stand to gain visibility and store visits.
d. AI Mode Keeps Users in Google Longer
Businesses may need to rethink how to attract clicks from users who find their answers directly within conversational search results.
Looking Ahead
Google plans to broaden:
- Merchant participation in agentic checkout
- Product categories supported by AI-powered local store calling
- International availability across Search and Gemini
As the AI shopping ecosystem matures, Google is positioning itself not just as a search engine but as an autonomous shopping assistant. It will navigate the entire buying process from discovery to decision to checkout.
The result? A more intuitive, automated, and hands-free shopping journey that’s likely to redefine consumer expectations.
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