EYE on RETAIL: Google and AI
Google continues enhancing the functionality of its e-commerce offering with artificial intelligence.
Over the next several weeks, the tech giant is releasing several new AI-based tools designed to make it easier for customers to locate, research and track items for purchase via the Google platform.
This includes an upgrade to the shopping research experience which uses AI to show the most relevant products. Customers now get an AI-generated brief with top things to consider for their search, as well as targeted products.
For example, a search for "men’s winter jacket for Seattle" would provide an AI brief with the most important things a customer should know before investing in a new coat for this climate, as well as a curated assortment of products recommended by sources from across the web, with an explanation of why they’re a fit.
Customers will also see categories that give a more organized view of the types of jackets to consider, with click through to relevant articles. In addition, results will include dynamic filters that let customers focus on product aspects such as a certain size or fast availability.
This new experience incorporates Google’s existing generative AI-based virtual try-on feature, as well as augmented reality-based shopping tools.
Google’s upgraded shopping research offering also includes a new dedicated, personalized deals page where shoppers can browse customized deals by clicking the “Deals” link at the top of their page. There will be a new “experimental” label on the AI-generated briefs, and shoppers can provide feedback through the three dot menu on the brief to help improve the feature.
"Shopping is personal — that’s why the new Google Shopping home page has a personalized feed to inspire you with shoppable products and videos based on your preferences," Sean Scott, VP/GM consumer shopping of Google, said in a corporate blog post. "And because most of us will research purchases over several days or weeks, Google Shopping lets you pick up right where you left off last time."
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This article appeared first in Chain Store Age, sister publication of HBSDealer.
