Google has introduced a new AI-powered shopping tool designed to help users discover and compare products directly within its ecosystem. The tool is being rolled out for major retailers and platforms, including Shopify-based stores, Walmart, and other merchants, allowing shoppers to get product suggestions, comparisons, and insights using conversational AI.
The feature enables users to ask natural language questions about products—such as pricing, availability, features, and alternatives—and receive AI-generated responses based on information from participating retailers. This approach is intended to simplify online shopping by reducing the need to browse multiple websites manually.
The launch comes at a time when AI-driven shopping assistants are gaining traction across the tech industry. Google’s tool closely resembles similar AI shopping experiences being tested elsewhere, where conversational systems guide users through purchase decisions by summarizing product data and highlighting key differences.
At the same time, the growing use of AI in shopping has raised concerns around data usage, content ownership, and fair competition. Some companies have expressed legal and ethical concerns about how AI systems source and present product information, especially when it closely mirrors existing commercial platforms.
With this move, Google is positioning itself as a stronger player in AI-assisted commerce, aiming to reshape how users search for and buy products online while competing more directly with established e-commerce and AI platforms.