Google has announced several AI-powered updates to its shopping features, helping to make your mindless consumerism even more mindless.
First, Google has updated Search’s AI Mode so that users can describe what they’re shopping for in a conversational manner. For example, Google states that a person could search for “cozy sweaters for happy hour in warm autumn colors,” and be served with shoppable images, prices, reviews, and information on whether the suggested items are in stock. Further, weighing up multiple product options will generate a comparison table that references other peoples’ reviews.
Such changes also extend to Gemini app, with Google’s AI chatbot now capable of providing ideas for what to add to your shopping list. Users can tell Gemini that they’re looking for products to fit a certain purpose, such as practical gifts for students or ideas for what to buy during Black Friday sales. Gemini will then create a list of suggested products, which can be purchased directly in-app.
Google adds automated calls to businesses
Credit: Google
Another interesting shopping update is Google’s new ability to call stores and make inquiries on your behalf, a feature which may be helpful to people with disabilities, social anxiety, or who just hate phone calls.
Users will see the option to “let Google call” nearby stores when they use Search to look for certain products “near me.” Google will then ask a few questions about what you’re after, call the store, then send the answers to you via email or text. Currently, Google’s automated calls are restricted to booking appointments, checking restaurant wait times, and confirming the pricing and availability of products and services.
Google’s automated calls are also rolling out in the U.S. for toy, electronic, and health and beauty categories, however not all states will be receiving it. Google states that its automated shopping calls will not be rolling out in Indiana, Louisiana, Minnesota, Montana, and Nebraska. Businesses can also opt out if they’d rather not receive these automated calls, either by calling Google themselves or changing the settings on their Business Profile.
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Google’s AI automatically purchases products
Credit: Google
Finally, Google has begun rolling out the agentic AI checkout feature it teased at Google I/O 2025 in May. With this feature, users can have Google’s AI shopping agent monitor a product’s availability and send them a notification when its price drops below a set target. Users can tailor these notifications to specifically track product variations according to size, colour, and the number of items they wish to buy.
Significantly, Google can also autonomously purchase the item for you using Google Pay. Google states that it will ask your permission before buying anything, and will only proceed once you’ve confirmed purchase and shipping details. Even so, it seems wise to think long and hard before granting AI the power to spend your money.
This feature is rolling out across Google Search and AI Mode, though will be available in the U.S. for now, and only for some vendors such as Wayfair, Chewy, Quince, and select Shopify stores.
Google’s latest AI-powered shopping features join its virtual fitting room, which has been available to U.S. users via the Search Labs testing platform since May. This feature allows users to upload a photo of themselves to Google, then use AI to generate an image of themselves in clothes they’re considering buying.
These features use Google’s Shopping Graph, a data set of products and vendors from around the globe. Google states that its real-time Shopping Graph contains over 50 billion product listings, many of which are updated hourly.
Google’s updates arrive amidst a dispute between Amazon and Perplexity over similar AI shopping technology. The online retail giant sued Perplexity last week, objecting to the AI firm’s own automated AI-powered shopping assistant enabling one-click purchasing from Amazon. According to Amazon, Perplexity has ignored repeated requests not to include it in this tool.
Fortunately for Google, its AI shopping assistant seems unlikely to face similar turmoil for now, as its gradual rollout to select stores currently excludes Amazon.
