Google is doing for shopping what it did for search, adding a series of updates enabled by generative artificial intelligence. Google Shopping searches will now include AI-generated “briefs”, top product recommendations, a design-heavy personalised inspiration feed, and deal finding. The changes will be rolled out in the US starting today.

“The feeling in 2024 is similar to the shift in 2009 with mobile, but this year the shift is AI,” says Lilian Rincon, VP of product for Google Shopping. “It feels analogous to a special point in time.”

People who search for products on Google will now be served an AI-generated brief — similar to the platform’s new AI-generated search result summaries — using Google’s AI assistant Gemini to analyse the 45 billion product listings on Google. In addition to recommended products and products categorised based on various features, the brief will include information on what to consider when shopping for that type of product, based on content — including articles — found across the web.