Google expands AI in online shopping, enabling calls to stores, product browsing, and auto-checkout
Google is weaving artificial intelligence deeper into the online shopping experience, introducing tools that can call local stores on a user’s behalf, browse products, and complete purchases automatically. The changes, announced ahead of the holiday shopping season, aim to streamline the path from discovery to checkout and could redefine how consumers interact with retailers online.
What the new AI shopping features offer
The core idea is to let AI handle routine parts of the shopping journey. Users can describe what they’re looking for, and the AI tool can:
- Call local stores to check stock, prices, and availability, saving the user time on calls and hold times.
- Search and browse products across participating retailers, sifting through options based on user preferences like price range, size, color, and reviews.
- Assist with or complete checkout, potentially storing shipping and payment preferences to speed up the process.
These capabilities are designed to work in concert with Google’s existing search and shopping infrastructure, potentially surfacing recommendations, deals, and availability in real time as the user interacts with the AI.
How it works for shoppers
At a high level, users will interact with an AI assistant through familiar Google interfaces. You might initiate a shopping session with a voice prompt or a text request such as, “Find black running shoes under $120 in my size, and check if my local store has them.” The AI would then perform live stock checks, present options, and, if you approve, guide you through checkout or place the order automatically on your behalf. Privacy controls and consent prompts are expected to be central to how these features operate, with users able to pause, modify, or revoke permissions at any time.
Benefits for efficiency and discovery
For busy shoppers, the main draw is speed and convenience. The AI can aggregate results across multiple retailers, compare prices, and minimize back-and-forth between apps and websites. For luxury or niche items, the AI’s ability to contact local stores to confirm stock can prevent frustrating in-store visits for products that aren’t available. The tool could also surface time- and money-saving deals, loyalty offers, and promotions aligned with your past purchases.
What retailers should know
Retailers stand to gain from higher visibility and faster conversion paths. When the AI references stock or price data, it will have an incentive to be accurate and updated. For stores, this means maintaining up-to-date inventory and pricing feeds. Some retailers may choose to participate selectively or tailor which products are eligible for AI-assisted checkout. Early adoption could give brands a competitive edge during peak shopping periods, especially if the AI can route customers to a store with the best availability or fastest fulfillment.
Privacy, safety, and control
With AI taking on more decision-making tasks, privacy and control become paramount. Expect clear disclosures about what data is used, how it’s stored, and when a user’s consent is required for actions like placing an order or contacting a store. Users should have robust controls to limit data sharing, pause AI interactions, or opt out of automatic purchasing. Google will likely provide settings to customize how the AI engages with shopping tasks, along with safeguards to prevent unintended charges or miscommunications with third-party retailers.
Getting started and next steps
For shoppers, the new AI shopping features will roll out in stages across compatible Google surfaces and partner retailers. Early access may require opting in through account settings or a Google app update. As the tools mature, Google will likely expand compatibility to more stores and product categories, refine stock and pricing accuracy, and introduce localized features such as in-store pickup or curbside options integrated into the AI workflow.
What this means for the future of online retail
Google’s AI shopping push reflects a broader trend toward more autonomous shopping assistants. When AI can call stores, compare products, and complete transactions with minimal user input, the line between browsing and buying becomes blurrier. For users, this could translate into time savings and more informed decisions. For retailers, it offers opportunities to optimize inventory, pricing, and customer journeys, provided data quality and user consent are managed responsibly.
As always with new shopping tools, consumers should balance convenience with awareness—checking purchase details, understanding return policies, and ensuring security settings align with personal preferences. The holiday season, with its mix of limited-time offers and high demand, will be a key proving ground for how smoothly and safely these AI shopping features perform in real-world scenarios.
