The way we shop online is about to change dramatically. Google is rolling out a suite of AI-powered shopping features that go far beyond simple product searches—we're talking about AI agents that can call local stores on your behalf, automatically purchase items when prices drop, and serve as your personal shopping assistant.
According to a report by Mia Sato at The Verge, these features began rolling out to US users on Thursday, strategically timed ahead of the holiday shopping season. This represents Google's most ambitious integration of artificial intelligence into e-commerce to date.
What's New: Three Major AI Shopping Features
1. Conversational Shopping in AI Mode
Google is introducing conversational shopping capabilities to search's AI Mode, fundamentally changing how users discover products. Instead of typing fragmented keywords and clicking through endless filters, shoppers can now describe exactly what they want in natural language.
As reported by The Verge, users can start with a detailed query like "women's sweaters that can be worn with pants or dresses," then refine it conversationally with follow-ups such as "more options in gray colors." The AI pulls from Google's massive database of 50 billion product listings to generate tailored responses.
Key capabilities include: - Side-by-side comparison charts for specific product evaluations - Streams of product image cards for general browsing - Direct links to retailer sites - Historic pricing data access - Price change tracking - Sponsored listings (ads) integrated into results
These features are also being added to the Gemini app for US users, expanding the reach beyond traditional search.
2. "Let Google Call" - AI Phone Agents for Local Stores
Perhaps the most intriguing feature is what Google calls "agentic AI"—specifically, the "Let Google Call" function that makes phone calls to local businesses on your behalf.
Here's how it works: You direct the AI agent to call local stores to inquire about product availability, current stock levels, and active sales or promotions. The AI discloses its non-human identity to store employees (an important transparency measure), and merchants can opt out if they prefer not to receive automated calls.
After completing the call, the user receives a text or email summary with the gathered information. The feature is initially rolling out for specific categories: toys, health and beauty, and electronics.
Why this matters: This addresses one of the most frustrating aspects of online shopping—the uncertainty about local inventory. Rather than making multiple calls yourself or driving to stores only to find items out of stock, the AI handles the legwork.
3. Agentic Checkout - Automated Purchasing
The most autonomous feature allows AI agents to actually complete purchases on your behalf. Shoppers can select items with specific attributes (color, size, etc.) and set a target price. When the item drops below that threshold, Google's agentic checkout:
- Pings the shopper with a notification
- Confirms purchase intent
- Completes the transaction using Google Pay
According to The Verge, this feature is launching with select merchants including Wayfair, Chewy, Quince, and some Shopify sellers.
The Broader Implications: A Shift in Shopping Behavior
Google positions these features as automation tools that handle tedious tasks while maintaining shopper control, particularly around pricing decisions. But the implications extend far beyond convenience.
The Consolidation of the Shopping Journey
Traditionally, the path to purchase has been fragmented: - Discovery through social media, influencers, or browsing - Research via review sites and comparison shopping - Price tracking through various tools - Purchase on retailer websites
Google's AI ecosystem consolidates all these steps into a single platform. As Sato notes in The Verge article, she demonstrated this shift personally—having recently searched for moisturizers on TikTok (a platform widely used for product recommendations), she realized the same query in Google's AI Mode would provide recommendations, comparisons, price tracking, and purchase capability all in one place.
Impact on Influencers and Content Creators
This consolidation poses a significant challenge to the influencer economy and product review ecosystem. The Verge report highlights that AI-generated shopping responses sometimes pull content from platforms like TikTok and Reddit, meaning human recommendations and reviews ultimately feed Google's automated system.
The competitive threat is clear: While shoppers may not completely abandon influencer recommendations for AI chatbots, these tools function as built-in personal shoppers. Content creators—from Instagram influencers to specialized product review sites like The Strategist—will likely feel the pressure as Google intercepts the shopping journey earlier in the funnel.
What This Means for Different Stakeholders
For Consumers
Potential benefits: - Significant time savings on research and price tracking - More informed purchasing decisions with comprehensive comparisons - Automated deal hunting with agentic checkout - Reduced friction in the shopping process
Potential concerns: - Dependency on a single platform for shopping decisions - Questions about recommendation bias and transparency - Privacy implications of Google managing more of the purchase journey
For Retailers
Opportunities: - Access to Google's massive user base through AI-powered discovery - Reduced customer service burden if AI handles basic inquiries - Integration with automated checkout systems
Challenges: - Increased competition in AI-curated results - Need to optimize for AI recommendation algorithms (a new form of SEO) - Potential loss of direct customer relationships
For Content Creators and Influencers
The shift toward AI-mediated shopping represents perhaps the most significant disruption. When AI can aggregate reviews, compare products, and make recommendations instantly, the value proposition of individual influencers and review sites becomes less clear—unless they can provide unique perspectives, entertainment value, or community engagement that AI cannot replicate.
The Technology Behind the Scenes
While The Verge article doesn't detail the specific AI models powering these features, they were teased at Google I/O in May, suggesting they leverage Google's Gemini AI technology. The conversational capabilities, ability to understand context across multiple queries, and autonomous agent functions all point to advanced large language model integration with Google's existing product database and merchant relationships.
Looking Ahead: Questions and Considerations
As these features roll out, several questions remain:
- How will recommendation quality compare to human curation? AI can process vast amounts of data, but can it match the nuanced understanding of experienced reviewers or the authentic enthusiasm of genuine influencers?
- What about recommendation transparency? How will users know if certain products are prioritized due to commercial relationships versus genuine quality matches?
- Will the "Let Google Call" feature gain merchant acceptance? While opt-out is available, widespread automated calling could strain small business resources.
- How will this affect shopping platform competition? Amazon, in particular, may view this as a direct challenge to its e-commerce dominance.
The Bottom Line
Google's new AI shopping features represent a fundamental reimagining of online commerce—one where artificial intelligence mediates nearly every step from discovery to purchase. The convenience is undeniable, but the shift also concentrates enormous power in Google's hands as the gatekeeper of shopping decisions.
For consumers, these tools offer genuine value in navigating the overwhelming abundance of product choices. For the broader e-commerce ecosystem—from influencers to retailers to competing platforms—the challenge will be adapting to a landscape where AI increasingly shapes what people buy and how they buy it.
As these features roll out to US users, we're witnessing what could be the beginning of a new era in online shopping—one where your personal shopper isn't a person at all, but an AI agent working on your behalf.
