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Google has enhanced its shopping card by introducing AI functionality to improve the users’ purchasing experience. Through personalized briefing and sliding feed, technology aims to simplify the search for products.

Key points:

• Introduction of briefing to to help users choose the most suitable products.
• New flowing feed for personalized recommendations based on user preferences.
• Use of filters for more targeted results, such as sizes and local availability.
• Integration with Google Shopping Graph to optimize the search for products.

Google has recently announced that it intends to enrich its shopping tab with AI functionality, a move that follows the insertion of the same technology in the research in 2023. This update aims to assist users in the purchase process, offering them relevant advice in based on specific research. When a user is looking for a product, for example "Women’s Winter Jacket for New York", the results page will not only present purchase options, but will also include a briefing generated by AI. This summary will provide useful information, such as the need for good water resistance or adequate insulation for the climatic conditions of New York. Despite the potential of error, as demonstrated by previous initiatives with panoramic AI, Google undertakes to improve the reliability of these features.

In addition to briefing, the new platform uses advanced algorithms to suggest relevant products, accompanied by descriptions that explain why an article can be an adequate choice. For example, a parka could be recommended for its ecological material and for its ability to maintain heat in cold condition. In addition, users will find thematic categories such as "winter jackets with synthetic isolation for New York", making navigation easier in different options. The possibility of filtering the results, for example for local size or availability, allows a further personalization of the research.

In parallel, Google has launched a flowing feed of personalized products that adapts to the individual preferences of users, similar to what has already been seen on platforms such as Tiktok. This feed not only shows articles of interest, such as Chelsea boots, but also offers videos that deepen various aspects to consider while buying. The design of the feed was designed to keep the attention of users high, in response to the growing popularity of Tiktok, who began to erode the Google market share in the research.

Finally, Google integrated 45 billion lists of products present in the Google Shopping Graph with AI Models called Gemini, with the aim of renewing the interface of the shopping tab. The new features will be available in the United States shortly, marking a significant step in the direction of customizing the online purchasing experience.

At a time when research and e-commerce are constantly evolving, Google seems to adapt to the new market dynamics.