As the year’s biggest shopping kicks in, Google has rolled out a wide range of AI-driven upgrades aimed at making online shopping faster, more intuitive, and less tedious. From conversational search to agentic checkout and even automated phone calls to local stores, the tech giant is betting big on AI to smooth friction for both consumers and retailers.
The tech giant is unveiling conversational shopping through Google AI Mode, a chatbot-like interface within Search that enables users to ask questions in natural language. Whether someone is searching for ‘cozy sweaters in autumn colours’ or comparing skin-care serums, the tool presents personalized results, complete with pictures, prices, reviews, and real-time availability from Google’s massive Shopping Graph, which tracks over 50 billion listings.
Instead of static links, comparisons might appear as tables, and visually driven queries prompt image-heavy inspiration boards. Sponsored listings will also appear in AI mode, but Google clarified that ads are not yet surfacing in the Gemini app.
Within the US-only Google Gemini app, shopping queries are now answered with richer, fully formed ideas rather than plain text suggestions. The move signals the tech leader’s push to make its AI ecosystem more action-oriented and helpful during the browsing stage of shopping, a phase the company says should remain ‘fun and serendipitous.’
One of the largest modifications is the company’s agentic checkout. This feature is now live in the US via Google Search. Compatible with merchants such as Wayfair, Chewy, Quince, and select Shopify stores, the tool can track an item’s price and complete a purchase on the user’s behalf via Google Pay, provided explicit permission is given.
Google suggests it helps bargain hunters avoid continual price checks, as well as helping retailers re-engage shoppers who may otherwise drift away.
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The standout feature uses Google’s Duplex technology to call local shops and confirm product availability, pricing, and promotions. Users searching for items ‘near me’ can tap Let Google Call, and the AI takes over, asking scripted questions and returning a concise summary of its findings. The feature is initially rolling out in the US for toys, health and beauty, and electronics.
Google says businesses can opt out of such calls. Every conversation begins with the AI clearly identifying itself, which the company insists is a cautious approach to automation. With these tools, Google is positioning AI as more than just a search assistant. It’s becoming an active shopper, scouting, comparing, and even completing purchases as the holiday season peaks.