Google is taking a bold step to reshape online shopping in the US, unveiling a suite of AI-powered tools designed to guide consumers from product discovery to purchase, effectively functioning as a built-in personal shopper.
Launching just ahead of the holiday season, these features integrate conversational search, agentic AI calling, and automated checkout, signaling a profound shift in how consumers interact with e-commerce platforms.
Conversational AI: A Smarter Way to Search
At the heart of Google’s new shopping experience is conversational AI within Search’s AI Mode. Users can now refine their searches with natural language instead of navigating cumbersome filters or manually entering keywords. For example, a shopper looking for “women’s sweaters that can be worn with pants or dresses” can follow up with “more options in gray colors,” and the AI adjusts recommendations accordingly.
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Google’s system draws from a vast database of 50 billion product listings, presenting results as side-by-side comparison charts for specific queries or streams of product images for broader exploration. Beyond recommendations, AI Mode allows users to track historical pricing, monitor price changes, and access sponsored listings, all within Google’s ecosystem. The features are also integrated into the Gemini app, further extending accessibility.
By consolidating search, comparison, and price tracking, Google is positioning AI Mode as a one-stop shopping hub, reducing the need for consumers to hop between marketplaces, review sites, or influencer channels.
Agentic AI: Automating the Mundane
Google is also rolling out an agentic AI feature called “Let Google Call,” which can contact local stores on a shopper’s behalf to check product availability, confirm stock, and inquire about promotions. Importantly, the AI identifies itself to the merchant, and stores can opt out if they prefer not to receive AI inquiries. The results of the call are delivered to users via text or email.
Initially, this functionality will cover categories such as toys, health and beauty, and electronics, automating tasks that were previously time-consuming and often repetitive for consumers. Google is thus removing friction from offline-to-online shopping transitions, bridging the gap between digital research and real-world retail availability.
AI Checkout: Automating Purchases with User Control
Perhaps the most transformative feature is AI-assisted purchasing. Shoppers can set item specifications, color or size preferences, and a target price. If an item falls below that price, the AI alerts the user, confirms intent, and completes the purchase using Google Pay. Early partners include Wayfair, Chewy, Quince, and select Shopify merchants, demonstrating Google’s ability to integrate with both major and niche retailers.
This feature brings a new level of automation to online shopping while maintaining user oversight on pricing and specifications. It represents a shift from passive browsing to dynamic, AI-managed transactions, which could fundamentally alter consumer behavior.
Broader Implications for E-Commerce and Influencers
The implications of Google’s AI shopping ecosystem are said to be far-reaching. By centralizing discovery, comparison, and purchase, Google is expected to disrupt existing channels, including review sites, social media recommendations, and influencer-driven commerce. For instance, a search for “moisturizers for dry winter skin” that previously relied on TikTok influencers or review platforms can now yield AI-curated suggestions with integrated price tracking and purchase options, all within Google.
Influencers and content creators may face increased competition, as their curated recommendations could be incorporated into AI-generated results, potentially diluting direct consumer influence. Consumers, meanwhile, gain efficiency, as AI tools can synthesize large amounts of information quickly, reducing the need for prolonged research or manual comparison.
Google frames these features as enhancements to convenience, but they could also reshape the fundamental habits of online shoppers. The ability to automate calls, track prices, and initiate purchases through AI may reduce reliance on browsing platforms or social recommendations, while increasing trust in AI-driven decision-making.
Ultimately, Google is not just offering tools for shopping—it is reengineering the consumer journey, from awareness to acquisition, within a single, AI-optimized ecosystem.
