Google Shopping Gets Smarter with AI: What Marketers Need to Know

In 2025, it's rare for a week to pass without a new AI or search update from Google. This time it's Google Shopping that's getting a major AI-powered facelift – and while the changes are currently limited to the US market, they offer a telling glimpse into the future of search and retail on Google.

Here's a breakdown of what's changing, and what it means for e-commerce marketers.

Firstly, Google is introducing an upgraded Shopping experience that leverages AI to surface the most relevant products based on a user's query. Taking a page from the AI Overview updates already appearing in search, Google Shopping will now present AI-generated summaries that highlight the key factors shoppers should consider, followed by top product recommendations tailored to those needs.

For example, if someone in rainy Seattle searches for "walking shoes", Google's AI may prioritise waterproof options. It's all about context – and Google is aiming to provide it in real-time.

Next up, to help refine the shopping experience further, the update includes dynamic filters that let users customise their search results with options like size, colour, or even proximity to their location. The platform will also feature virtual try-on tools, reinforcing Google's push to make online shopping more engaging and confidence-boosting for users.

What does that mean for marketers? It makes structured product data more crucial than ever, so make sure your schema is up to scratch. Brands should also ensure their product detail pages (PDPs) contain comprehensive, accurate attributes, including clear titles and detailed descriptions. The better Google can understand your products, the better your chances of being featured in these AI-powered results.

Another key update is a personalised feed that shows users products and videos aligned with their preferences. Importantly, this feed allows people to pick up where they left off – acknowledging that shopping often spans several sessions over days or even weeks.

This shift mirrors the approach taken by platforms like Amazon, where personal lists and saved items drive user engagement. It's not yet clear whether user actions like saves or product revisits will be trackable separately from traditional metrics like clicks and impressions, but if so, they could become valuable performance indicators.

Users will have the option to opt out of personalised results, but it's unclear how many will take the time to adjust these settings.

Price-savvy shoppers will also benefit from a new dedicated deals page. This section features personalised deal recommendations, including a "Deals for You" module and a "Latest Deals" section showing discounts added in the past 24 hours.

Sitting in the top-right corner of the Shopping interface, this deals hub could become prime real estate for brands looking to boost visibility. If uptake is high, it may become increasingly important for retailers to run regular promotions to qualify for this section.

For now, this new AI-enhanced Google Shopping experience is only live in the United States. But as with many of Google's recent updates, global expansion is likely on the horizon.

Ensure that your product listings are rich in relevant, structured data – including accurate titles, features, and descriptions – to stay visible in AI-powered Shopping results.

With AI Overviews, personalised Shopping feeds, and deals pages all reshaping the e-commerce search experience, brands will need a holistic strategy across Paid and Organic channels to maximise their impact.

We'll be keeping a close eye on how these changes unfold and what it means for both Organic visibility and Paid Shopping performance. As ever, watch this space!

Want to make sure your product feed is ready for the next wave of AI in search? Get in touch with the team – we'd love to help.