Google launches AI-powered shopping homepage

Google has revamped its shopping homepage with the rollout AI-generated briefs for a more tailored shopping experience.

The company said it has paired its more than 45 billion product listings in its Google’s Shopping Graph with Gemini models to provide a personalised homepage, with the new briefs helping users better identify products that meet their needs and providing top things to consider for their searches.

The feature will show products recommended by sources from across the web which explain why they are a good fit; options such as a range of categories to select from for more organised research; and links that lead to relevant articles selected from the web for deeper research.

The company provided an example of a customer needing to buy a winter jacket for a trip to the Pacific Northwest, with the brief providing the important news you should know before investing in a new coat for this climate.

The results will also include dynamic filters that will help with sizes and the nearest locations to purchase the items selected. The experience also includes Google’s virtual try-on feature, which is powered by genAI and AR shopping tools, and a ‘deals’ section where users can find items at discounted prices.

The AI-generated briefs, which will roll out in the US over the next few weeks, will display an ‘experimental label’ as Google further seeks to refine and improve the feature following feedback from customers.

Google’s AI try-on feature was introduced in September, with the company seeking to further enhance its search engine’s ability to improve online shopping and personalisation.