Google is expanding its AI-powered commerce tools to help retailers improve how their products are discovered and purchased across its platforms ahead of the holiday shopping season.
The company has made AI performance insights in Merchant Center generally available to businesses in Australia, Canada, India, New Zealand and the US. The feature allows retailers to see how often their brands and products appear across AI-powered experiences such as AI Mode and AI Overviews, including how their visibility compares with other brands.
Google is also testing Business Agent for YouTube ads in the US. The feature allows shoppers to interact with an AI-powered assistant directly within eligible YouTube ads. Users can ask product-related questions, conduct research and receive tailored information without leaving YouTube.
The company is also expanding its Universal Commerce Protocol integration options through Merchant Center. Merchants using UCP-powered checkout can now access features such as cart transfer to their own websites and additional checkout testing capabilities. The rollout is beginning in the US, with Australia and Canada expected to follow.
Google said brands including Tapestry have already used UCP-powered checkout to sell products across Search, including AI Mode, as well as the Gemini app.
Alongside these updates, Google is encouraging retailers to improve their product feeds. According to the company, merchants following core Merchant Center feed practices see an average 5% increase in conversions in the following month.
Retailers can also add video links and conversational attributes to product listings to provide more information for AI powered product recommendations. In testing with lululemon, Google said conversational attributes supplied by the brand were used in 50% of relevant product recommendations in AI Mode.
Merchant Center is also adding ways for retailers to connect loyalty programme data, allowing eligible shoppers to see member benefits and pricing in Google search results.
The updates come as Google expands the role of AI across product discovery, shopping research and checkout, giving retailers more ways to connect their product information with shoppers across Search, YouTube and Gemini.
FAQs
- What is Google AI commerce?
Google AI commerce uses AI to help people discover, research, and buy products across Google platforms.
- What is Google AI shopping?
Google AI shopping helps users find products, compare options, and get answers to shopping-related questions using AI.
- What is Google Merchant Center?
Google Merchant Center is a Google tool that helps retailers add and manage their product information for Google Shopping.
- What is Google Business Agent?
Google Business Agent is an AI assistant that helps shoppers get answers about products while they browse.
- What is Google AI Mode?
Google AI Mode is an AI-powered search experience that lets users ask detailed questions and explore information through conversations.
