Google introduces AI-driven shopping to US consumers

US shoppers are the first to experience Google's new AI-powered shopping platform. This signifies a complete reconstruction of their shopping platform, with AI now a central component.

AI in Google shopping

Google's new AI-powered shopping experience uses cutting-edge technology to simplify the entire consumer research process. Think of it as your customer's personal shopping assistant, guiding them every step of the way.

Here's the lowdown on what's new:

• AI-generated briefs: Google now provides AI-generated summaries highlighting key factors to consider when buying a product. Need a new tea kettle for matcha? Google's AI will tell your customers what to look for in terms of material, size, and features.

• Advanced categorisation: Google has implemented advanced categorisation to present products in a more organised and intuitive way.

• Dynamic filters: Want to make it easy for customers to refine their search by size, availability, or even proximity to their location? They can now find hyper-relevant results that perfectly match their needs, reducing that dreaded decision fatigue.

• AR and virtual try-ons: This is where things get interesting. Imagine your customers trying on clothes or accessories virtually from the comfort of their own homes. With the integration of AR and AI shopping tools, they can now do just that. This immersive experience not only boosts buyer confidence but also speeds up the purchase decision-making process.

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Personalisation in shopping

Google's AI shopping experience isn't just about smarter searches; it's also about personalisation. The new homepage feed is like having a curated shop front tailored to your customer's unique tastes and preferences.

• Personalised recommendations: Google's AI analyses your customer's shopping behaviour and preferences to present them with a feed of shoppable products and videos that they'll love. It's all about inspiring them to discover new things and find exactly what they're looking for.

• Tailored deals: Do your customers love a good bargain? The new "Deals" page offers personalised discounts based on their shopping history and interests. They can now instantly find the best offers without having to hunt them down.

And don't worry, if your customers aren't keen on personalised results, they can easily adjust their settings to control the level of personalisation they receive.

What this means for e-commerce businesses and marketers

AI in Google Shopping presents both exciting opportunities and new challenges for e-commerce businesses and marketers. Here's what you need to know:

• AI-driven product discovery: It's now more important than ever to ensure your product data is optimised for Google's algorithms. Clear and concise product descriptions, high-quality images, and accurate attributes are crucial for visibility.

• Enhanced engagement: AR and virtual try-ons offer a fantastic opportunity to create more engaging shopping experiences. Leverage these tools to showcase your products in a new and interactive way.

• Personalised marketing: The personalised homepage feed and tailored deals create new avenues for targeted marketing. Focus on creating dynamic campaigns that resonate with individual preferences and shopping habits.

• Price transparency: With price comparison tools readily available, price competitiveness and transparency are key. Ensure your pricing strategy is aligned with the value you offer.Source: https://blog.google/products/shopping/google-shopping-ai-update-october-2024/

• Experimentation and feedback: Google's AI is still learning and evolving. Embrace experimentation, gather feedback from your customers, and adapt your strategies accordingly.

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Final thoughts

Google's AI-powered shopping experience represents a significant advancement in online retail, offering a more intuitive and personalised journey for consumers. AI-generated product guides, streamlined categorisation, dynamic filters, and virtual try-ons empower businesses to engage with customers in innovative ways. This revamped platform offers a wealth of opportunities to enhance your e-commerce strategies.

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