Google Revamps Shopping Experience with AI-Powered Personalization and Insights

Google gives Google Shopping an AI makeover -- here's what's new

Google is bringing AI to their Google Shopping feature in Search. The biggest new feature is a personalized feed. The new feature, announced by Google in a blog post, will appear on shopping.google.com. Google says it is combining its shopping tool with Google Gemini AI models. With the new shopping page, you'll see a carousel of products you've searched for in Google Shopping. Scroll down the feed, and eventually, Google will start putting recommended products and related videos. Google says they are pulling from your search history and watching YouTube videos to create the recommendations feed. To help curate the feed, Google offers thumbs-up and thumbs-down buttons on every item. You can tap the down button to prevent similar items from showing up in the feed. It's similar to other algorithmic "For You" feeds on social media platforms like TikTok, Instagram and YouTube. "Shopping is personal -- that's why the new Google Shopping home page has a personalized feed to inspire you with shoppable products and videos based on your preferences," writes Sean Scott, VP and GM of Consumer Shopping for Google. Additionally, Google offers a personalized deals tab to showcase products tailored to your algorithm's interests. Since everything AI is obsessed with summaries, Google adds AI-generated summaries with tips. You'll see products under a "top recommendations" head with an AI blurb explaining why you should consider each product. The pulls will be sourced from reviews and articles based on the products. In their example, Scott searches for a winter jacket with the feed providing recommendations based on the climate of the Pacific Northwest. From there, you can filter by size, color or availability near you. If you scroll to the bottom of the feed, you'll see the usual catalog of results that was previously shown on Google Shopping. As with many Google updates, the overhauled AI shopping is rolling out on mobile and desktop "over the coming weeks, starting today."

Google Shopping Introduces AI-Powered Upgrades: Everything You Need to Know

Google Shopping unveils new AI-driven features designed to simplify product research, offer personalized results, and provide powerful price comparison tools In a bid to revolutionize online shopping, Google Shopping is rolling out new AI-powered features designed to enhance the shopping experience for over one billion daily users. By incorporating advanced AI models and leveraging the massive Shopping Graph with over 45 billion product listings, Google aims to make product browsing, price comparisons and purchase research easier and more efficient. The new features will be available in the US in the coming weeks and Google is asking users for feedback as part of its continuous improvement efforts. Here's a closer look at what's new and how these AI upgrades will change the way you shop online.

Google Shopping gets an AI-powered upgrade. Here's how to access it

With infinite shopping options online, Google is working to add personalization and insights to its shopping pages. When online shopping, many people instinctively search for the product name on Google to find product options and retailers. Now, the Google Shopping experience is getting upgraded to become more personalized and helpful with artificial intelligence (AI). On Tuesday, Google introduced several upgrades to its shopping experience, with one of the standouts being a new AI-generated brief in Google Shopping that offers users more in-depth insights on what to search for and the top products that match their needs. Also: How Amazon's AI Shopping Guides help you find what you need For example, Google shared that if someone searched "Men's winter jacket for Seattle," the AI brief would include important information to consider while investing in a new coat and top products that match the search, explaining why they are the best fit. Those interested in conducting more thorough research will also be shown links to relevant articles. The brief will also feature categories that give users an organized view of the products and "dynamic filters," which let users apply specific criteria to better meet their needs. Google Shopping has also introduced a new homepage with a personalized feed that features shoppable products and videos based on user preferences. To access this feed, users need to click the Google Shopping logo or visit the standalone webpage. Also: Gmail users, beware of new AI scam that looks very authentic Lastly, there is a new deals page with personalized deals that users can browse through. It is accessible from the new "Deals" tab at the top of your Google Shopping Page. The new Google Shopping is rolling out to users today on mobile and desktop. Google warns that the AI-generated briefs will have an "experimental" label since they may not always get all the information right as they are AI-generated. As a result, Google welcomes all feedback.

Google Shopping gets its own version of AI Overviews for your product searches

Key Takeaways Google Shopping revamp includes AI-generated briefs for tailored product recommendations. New features, like a personalized 'For You' feed, and a dedicated Deals page enhance the user experience and help discover products based on user preferences. The enhanced shopping experience is currently limited to the US. Google's Search engine dominance is one that the tech giant has earned through years of anticompetitive practices rich image and search optimization and integration with apps like Google Maps, Google Lens, and more. The arrival of AI with Gemini ushered in a new era of Google Search, and it looks like Google Shopping is now getting the same treatment. The product discovery experience, which highlights products from sellers and advertisers who have chosen to showcase their products on Google Shopping, lets you search for what you see with Lens, filters results by type, brand, retailer, what's nearby, sale, and more, and it even lets you see what certain clothes would look like on a body type like yours with a 'Virtual Try-On' feature. Now, as part of a major revamp, Google has introduced a revamped Google Shopping experience, one that has been "rebuilt from the ground up with AI," complete with a new logo. Related Google's new AI shopping tool lets you see how clothes fit other people Making online shopping a tiny bit more convenient For starters, Google suggests that the new experience will reduce research fatigue -- highlighting the most relevant products according to your query at the top, with an AI-generated brief that surfaces "top things to consider for your search, plus products that meet your needs." The tech giant shared an example where it searched for a very winter jacket specific to the temperature in the Pacific Northwest. Prompts like "Men's winter jacket for Seattle" will show AI-generated briefs to highlight key considerations for your specific winter jacket needs and climate. Source: Google The brief looks similar to Google Search's AI overviews, and highlights top recommendations, alongside an explanation on why they're suited for your needs. The enhanced tool retains the Virtual Try-On feature, which, in this case, would allow you to try on the jacket once you've zeroed in on a specific listing. It's worth noting that, similar to AI Overviews' initial rollout, the enhanced shopping experience, too, is limited to the US for now. An Instagram-like For You page, but for products Close The platform now also features a scrollable For You-like feed with products Google 'thinks' you'll like. According to the tech giant, this personalized feed highlights products based on your preference, which it likely gauges from your product search history and past purchases. Users can head to the Google Shopping menu and tap "Shopping preferences" at the bottom to disable the personalized feed. Elsewhere, while it retains older price-related features like comparison, insights, and tracking, Google Shopping is also rolling out a dedicated 'Deals' page, which Google suggests would highlight solid discounts on products that fall in your preference. The new Google Shopping is rolling out across the US now and is expected to be widely available in the country in the coming weeks. Related How to use Google's built-in shopping list (and why you definitely should) Follow these simple steps to make the most of Google Shopping

Google Shopping Revamped With AI Integration and Personalized Suggestions

Google today announced a new Google Shopping experience that has been updated to take advantage of artificial intelligence. Google Shopping has been rebuilt from the ground up with AI, pairing 45 billion product listings with Google Gemini AI models to provide a more personalized shopping experience. The overhauled Google Shopping feature uses AI to show the most relevant products when someone searches for something to buy. Google will provide an AI-generated brief with top suggestions to consider when making a purchase, along with some recommendations. Results will be organized into categories to provide an overview of different types of products, and there are dynamic filters that will let users narrow down results based on their preferences. Google has also added in the virtual try-on option and AR shopping tools, along with a "Deals" section for browsing personalized deals. There is a new Google Shopping home page that has a personalized feed populated with suggestions based on user preference and past searches. Personalized results can be turned off by going to the Google Shopping menu and tapping on "Shopping preferences" at the bottom of the page. The new Google Shopping website is rolling out now in the United States, but not all users will see it right away. Google says it will take a few weeks for it to be available to all U.S. users.

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.

Google Shopping gets even more AI-powered features

Google has been using AI in its shopping tools for a bit now, letting people use generative AI to "" clothes and see if the garments look good on them, or look for things using Google Lens. Today, even more in its Shopping service, allowing Gemini to "show the most relevant products." Instead of only showing an assortment of products, Google Shopping now includes an AI-generated brief that recommends other products associated with what you searched for. For example, shoppers looking for notebooks may get a brief mentioning stationery like pens and erasers. The products shown are also sourced from sources like articles and guides from across the web. You can also read these articles yourself by clicking on them. If those briefs aren't enough for you, searches can be refined using filters. The filters include criteria like clothing size and products at shops near you. These filters also work with virtual try-ons, as mentioned above, and augmented reality (AR) shopping. works if a product has an associated 3D asset, but it can help shoppers "see" the products as if they were in a store. Google Shopping is also getting a "Deals" page that shows lower prices, if any are available. The page will also be personalized based on your previous searches. When you're tired of shopping or need to run errands, you can leave Google Shopping and return, picking up where you left off. Personalized searches like these can be disabled if you don't want Google tracking your searches closely. These changes are available today in the US. However, not everyone will see them immediately, because Google is rolling them out over the next few weeks.

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

Named a Tech Media Trailblazer by the Consumer Technology Association in 2019, a winner of SPJ NorCal's Excellence in Journalism Awards in 2022 and has three times been a finalist in the LA Press Club's National Arts & Entertainment Journalism Awards. 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.

Google Shopping Is Getting More Personal

For better and for worse, Google has been leaning into shopping more over the past few years, across everything from Chrome to YouTube. Now, the main Google Shopping experience is rolling out some generative AI-powered improvements. Google has announced a significant revamp of its Shopping service, with the aim of giving you a more personalized and efficient shopping experience. How, exactly? The same way everyone else is doing personalized experiences these days -- generative AI. One of the key features here is the use of AI to generate personalized product recommendations based on user preferences and search history. For one, if you're searching for a winter jacket suitable for cold climate, the AI will provide a summary of key factors to consider, along with product suggestions and explanations of why they fit your needs. Google Shopping now also incorporates dynamic filters that allow you to refine your search based on specific criteria such as size, availability, and price. Additionally, it integrates Google's virtual try-on feature, which uses generative AI and AR tools to enhance the shopping experience. It's not a replacement for actually trying on something, but it's pretty cool nonetheless. The new Google Shopping also includes a personalized homepage feed that offers product suggestions and videos based on individual preferences. This feed allows you to easily pick up where you left off during your last shopping session. It also offers price comparison tools, price insights, price tracking, and a dedicated deals page. Google Shopping allows users to shop from various stores in one location and continues to explore new ways for brands to connect directly with shoppers. The AI-powered features are still experimental, just like everything that's AI right now is, and may not always be accurate. If Google manages to polish it and get it right, however, it can become a tremendously useful resource. You can give your feedback to Google to help improve it if you want to give it a spin. The new Google Shopping is accessible through the "Shopping Tab" on Google Search or by visiting shopping.google.com. It is currently rolling out in the US, and will be available nationwide in the coming weeks, so you might not be seeing it right this instant. Source: Google

Google Amps Up Gemini's AI Model for New Shopping Platform | PYMNTS.com

Google has revamped its shopping platform, introducing an experience powered by artificial intelligence (AI) that will roll out across the U.S. in the coming weeks. This transformation leverages 45 billion product listings from Google's Shopping Graph and Gemini models to enhance how users research and shop online. The new Google Shopping platform simplifies product research and features an intuitive design. It offers a personalized home page that suggests shoppable products and videos based on user preferences, allowing shoppers to continue their research over time. The platform includes tools for price comparison, insights and tracking, along with a dedicated deals page tailored to individual users. Lilian Rincon, VP of consumer shopping product for Google Shopping, shared during a press briefing with PYMNTS how the company hopes to reinvent Google Shopping for today's consumers assisted by AI. Through personalization and generative AI, Google officials plan to show shoppers the right products for them within an intuitive design. "It brings you something reimagined, playful, dynamic and visually rich through personalized search and personalized deals pages," Rincon said. "We know shopping is personal, and that's what we've created with our feed. Personalization can create categories based on your recent shopping. We think it solves real shopper pain points. We think there's a ton of opportunity to incorporate generative AI into the shopping experience." The upgraded Google Shopping experience will provide AI-generated briefs to help users quickly find relevant products. For example, a search for a "Men's winter jacket for Seattle" will yield recommendations and considerations specific to that climate. Filters will allow users to refine searches based on size or availability. As this feature is marked as "experimental," Google encourages user feedback to refine the experience. Users can access the revamped shopping platform through the Google Search "Shopping Tab" or by visiting shopping.google.com. "We know shoppers always want low prices, and the new Google Shopping not only includes deal-finding tools like price comparison, price insights and price tracking throughout, but also a new dedicated and personalized deals page where you can browse deals for you -- just click the "Deals" link at the top of your page to explore," Sean Scott, VP/GM consumer shopping at Google Shopping, wrote in a blog posted Tuesday (Oct. 15).

Google Shopping's getting a big transformation

People shop across Google more than a billion times a day to do things like virtually try on clothes before they buy, shop what they see with Lens and research prices. We've been using our advances in AI to make shopping on Google even easier, and today, we're introducing a transformed Google Shopping -- rebuilt from the ground up with AI. We've paired the 45 billion product listings in Google's Shopping Graph with Gemini models to transform the online shopping experience with a new, personalized shopping home, which is rolling out in the U.S. over the coming weeks, starting today. Upgrading shopping research with the help of AI The new Google Shopping experience uses AI to intelligently show the most relevant products, helping to speed up and simplify your research. You'll now get an AI-generated brief with top things to consider for your search, plus products that meet your needs. Let's say, like me, you're looking for a new winter jacket -- but not just any winter jacket. You want something that will keep you warm and dry in the Pacific Northwest. Here's how it works: A search for "Men's winter jacket for Seattle" will provide an AI brief with the most important things you should know before investing in a new coat for this climate. We'll show products recommended by sources from across the web, and an explanation of why they're a fit for your needs. You'll also see categories that give you a more organized view of the types of jackets to consider. For those who want to research more deeply on the web, you can easily click through to relevant articles.

Google supercharges Shopping tab with AI and personalized recommendation feed | TechCrunch

After bringing generative AI to Search in 2023, Google is supercharging its Shopping tab with the technology. The company announced on Tuesday that it will use AI to help users shop for products based on exactly what they're looking for. It also launched a new scrollable feed of personalized, shoppable products. Now, when you search for a product on Google, the results page will include an AI brief with things to consider when shopping. For instance, if you search for a "men's winter jacket for Seattle," you will see a summary with things Google thinks you should know before purchasing a new jacket for that specific climate. An example shared by Google reads: "When choosing a winter jacket for Seattle, prioritize good water resistance or waterproofing to stay dry in the frequent rain. While temperatures rarely dip below freezing, consider a jacket with insulation like down for milder weather or synthetic materials for wetter conditions." The AI brief is similar to AI Overviews on Search, which display a snapshot of information at the top of the results page. AI Overviews had a rocky launch after the feature provided incorrect and sometimes dangerous information to users (the feature told users to put glue on pizza, for instance). With the new Shopping AI briefs, Google acknowledges that the experimental feature may not always get it right. Beyond the AI briefs, Google is using AI to show you relevant products to speed up your search. Each product that it recommends will include a brief description of why it might be a good match for you. For instance, Google may note that a parka "is made with a recycled nylon shell that can keep you warm in subzero temperatures." You will also see categories that give you an overview of the different types of jackets to consider, such as a list of "Synthetic insulated winter jackets for Seattle" or "3-in-1 winter jackets for Seattle." If you want to get more specific, you can use filters to see more tailored results, such as searching for something in a certain size or jackets that are available in stock near you. Google, meanwhile, is using the new personalized shopping feed to surface products and videos based on your preferences. For instance, the feed might recommend Chelsea boots and show you popular pairs from different brands and a series of YouTube Shorts discussing different things to consider when shopping and choosing a pair of boots. After the Chelsea boots, you might scroll to see recommendations for hiking jackets, kitchen appliances, weekend bags, etc. The scrollable design takes a page out of TikTok's book, as it's designed to keep surfacing content that Google thinks you are interested in. Given that TikTok has been accelerating its TikTok Shop business and is already eating into Google's Search dominance, it makes sense for the tech giant to supercharge its Shopping tab, especially now that TikTok lets advertisers target its search results page. Google says it paired the 45 billion product listings in Google's Shopping Graph with Gemini models to transform the Shopping tab. The new features are rolling out in the U.S. over the coming weeks.

Google Shopping's latest upgrades should make things a whole lot easier this holiday season

The new platform is rolling out to US customers over the coming weeks, starting today. With the holiday season fast approaching, many of us will welcome any opportunity to make shopping for loved ones easier. It probably isn't coincidental timing that Google Shopping is rolling out a major overhaul of the platform today. The new AI-driven interface is designed to provide users with more personalized, efficient, and comprehensive shopping options. Announcing the upgrade in a blog post on Tuesday morning, Google explained that the transformed Shopping experience will start rolling out in the US today and over the coming weeks. The most obvious AI-powered part of the new platform is tailored shopping "briefs" that summarize key factors for your search. For example, a search for a "Men's winter jacket for Seattle" will provide top recommendations and important features like warmth and water resistance. This aims to save you some pre-shopping research and help you quickly narrow down your options. Once the AI assistance has you in the ballpark of what you're after, conventional filters and categories can be used to zero in on the size, style, or availability you need. While not a brand-new feature, virtual try-ons powered by augmented reality let you see how clothes or accessories look before you buy. Like all things AI, Google Shopping will learn more as you go, providing a personalized feed to help you pick up where you left off. The updated Deals page also keeps an eye on your favorite products, surfacing personalized offers and tracking prices to make sure you always get the best deal. No stranger to chaotic AI launches, Google has labeled the new Shopping interface as experimental to indicate that the results may not always be perfect. Shoppers are encouraged to provide feedback on these features. The revamped Google Shopping experience is available via the Shopping Tab on Google Search or by visiting shopping.google.com.

Shopping on Google Is Getting AI Recommendations

Google Shopping is grabbing from a host of popular shopping and deals blogs to tell you which air fryer to buy. Have you been eyeing a new TV or laptop? You could check out your favorite tech blogs’ buyers’ guides for better help making the best choice. Or, as Google would have it, you could end up on Google’s redesigned Shopping tab. On Tuesday, the Search giant said it will now be grabbing wholly from third-party review and advice sites for recommending you on your next air fryer. The company will also leverage your data for more “personalized†shopping recommendations. The changes to Google Shopping should be rolling out today. In a blog post, Google’s VP of consumer shopping, Sean Scott, showed off how Google Shopping will now look slightly cleaner, though now with a new focus on AI summaries. If you search for a fleece jacket, your results are generated based on product recommendations from product recommendation sites. Suppose you want something more specific, like a winter jacket made for skiing in the Pacific Northwest. In that case, you should see a summary detailing what you should look for in a jacket, followed by lists of recommended products. You’ll also see a list of sites Google took the product recommendations from and a set of YouTube videos that may be tied to your query. These sites can include product reviews on Best Buy or small product blogs. Finally, Google’s adding a price comparison and price tracking capabilities with a new “deals†link at the top of the page. That's good, but if you're worried you’d stop seeing the “Sponsored†ads at the top of Google results, rest assured the ad carousel will still be prominent above the AI summary. The links in the boxes take users to the third-party product blogs and buyers’ guides, but the main images in each Search response will take you directly to the product page. That will be a thorn in the side of many online publishers who rely on affiliate links as a major source of revenue. Google wants you to return to the Shopping tab constantly. This comes in the form of a "personalized" shopping feed that considers your activity across your Google account. If you don't want to see a personalized feed, you'll have to turn it off under the "Shopping preferences" at the bottom of the page. Google’s introduction of AI into Shopping was inevitable. The search giant has been stuffing AI recommendations into Search via AI Overviews. Just as in the shopping tab, the AI will offer a rough outline of an answer for your search query and then supply you with links to where it grabbed its information. Online publishers have had mixed reactions to this, usually depending on whether or not Google paid them for that information. The Mountain View tech giant has already implemented several AI-centric additions to Google’s Shopping tab. Last year, Google added a few more AI features to shopping, including the ability to see how certain brands’ clothes would fit on multiple body types. Google already lets you use Lens on mobile or Chrome browsers to look up prices.

People shop on Google a billion times a day. Here's how AI is changing the experience

Following a significant update to Search that makes googling look a bit more like browsing a magazine, Google Shopping is also getting a rich, visually-forward makeover in the coming weeks. Before, it was basically a big grid of product thumbnails. Now, it's anchored in AI, and will present reasoning behind its recommendations, track deals, and supply more supplementary research like videos and articles to help guide your research. And everything from the items it recommends, to the types of media it shares with you, will change over time as it ever-adjusts to your preferences. "Imagine a store based just on your interest," says Sean Scott, GM of Google Shopping. "That's what we set out to create." The experience kicks off with a search in the Shopping tab, which Scott demonstrated by searching for "men's winter jacket in Seattle."

Google Is Making Gemini Your New Personal Shopper

This AI Gmail Scam Is Scaringly Realistic: Here's How to Stay Safe The convenience of online shopping is undeniable, but the vastness of the internet means you might spend hours (or days) sorting through the noise to find what you're looking for. Introducing more personalized support to the online marketplace is Google, with its new Gemini feature that makes recommendations based on your distinct needs. Google Is Using AI to Simplify Your Shopping Research The comprehensiveness of the Google Shopping platform is a double-edged sword. On one hand, the platform saves you the effort of scouring individual vendor websites to compare features and pricing. At the same time, you're faced with the challenge of navigating a sea of options. To help with that navigation, Google Shopping has been "rebuilt from the ground up with AI," according to a Google blog announcement today. Google has tasked Gemini to assess the 45 billion listings in its Shopping Graph in order to present you with a more distilled list of products. In addition to serving you more refined results, Google will also add a Gemini-generated brief at the top of the results, highlighting key things to think about as you browse. Google will roll out the new feature in the US "over the coming weeks." How Does Gemini Decide What Products to Show You? Gemini will recommend listings based on how you search for a product. Just like searching for anything on Google, the more specific you get with your keywords, the better your results will be. For instance, you could search for a "tennis racquet" or you could search for a "tennis racquet beginner." Using the latter on the Google Shopping platform will result in a more refined product list and a Gemini-produced foreword about how to find the best racquet as someone starting out in the sport. AI-Generated Personal Shopping Advice Similar to Google's new summary cards for email, a brief at the top of your Shopping Graph will highlight key tips for you to read ahead of browsing results, so you're not flying blind. Then, on each listing, you can read Gemini's reason for including it under Top recommendations. Here's how Google breaks down the new organization of its Shopping Graph: "We'll show products recommended by sources from across the web, and an explanation of why they're a fit for your needs. You'll also see categories that give you a more organized view of the types of jackets to consider. For those who want to research more deeply on the web, you can easily click through to relevant articles." For now, the AI summary will bear an "experimental" label, as the feature is still new. Google encourages its users to provide feedback on the briefs so it can continue to improve its AI technology. Experimental or not, it's easy to see how this update could combat the paradox of choice experienced with online shopping. As an ardent researcher, I can spend weeks comparing products, and have appreciated time-saving AI tools like Amazon's review summaries. After all, carefully considering your options can help you avoid buyer's remorse, but can also lead to decision paralysis. While Google's AI update to its Shopping Graph introduces a "personal" element, Gemini is ultimately still a machine. It will be interesting to observe whether its recommendations could be swayed by any external factors beyond research -- you know, like money.