Google has rolled out various AI-driven upgrades to its shopping functionalities, making the act of shopping even more seamless.

To start, Google’s Search AI Mode now enables users to articulate their shopping desires in a conversational tone. For example, a user might search for “cozy sweaters for happy hour in warm autumn hues” and receive shoppable visuals, pricing, reviews, and stock details. Comparing several items will produce a comparison table that references additional reviews.

These enhancements are also applicable to the Gemini app, where Google’s AI chatbot can recommend items for your shopping list. Users can ask for products tailored to specific needs, such as useful gifts for students or Black Friday offers, and Gemini will generate a list of recommended products available for in-app purchase.

Furthermore, Google has launched a feature that enables automated calls to businesses. This could assist those with disabilities, social anxiety, or individuals who prefer not to make phone calls. Users have the option to “let Google call” local stores when searching for products “near me.” Google will pose questions, contact the business, and relay the answers through email or text. At present, Google’s automated calls are restricted to booking appointments, inquiring about restaurant wait times, and verifying product and service pricing and availability.

The automated calling feature is being deployed in the U.S. across toy, electronic, and health and beauty sectors, although not all states will have access. Indiana, Louisiana, Minnesota, Montana, and Nebraska are excluded. Businesses may opt out by communicating with Google or modifying their Business Profile settings.

Google is also introducing the agentic AI checkout feature, which was previewed at Google I/O 2025. This capability allows Google’s AI shopping assistant to track a product’s availability and alert users when the price drops below a specified threshold. Users can personalize notifications to monitor product variations by size, color, and quantity.

Google can autonomously procure items using Google Pay but will request user consent before making any purchases, proceeding only after confirming payment and shipping details. This feature is being rolled out on Google Search and AI Mode, available in the U.S. for select vendors including Wayfair, Chewy, Quince, and select Shopify stores.

Google’s newly introduced AI shopping capabilities enhance its virtual fitting room, accessible to U.S. users through the Search Labs testing platform since May. This feature allows users to upload a photo and employ AI to create an image of themselves in potential purchases.

These functionalities leverage Google’s Shopping Graph, a worldwide dataset of products and vendors. The real-time Shopping Graph encompasses over 50 billion product listings, refreshed hourly.

Google’s enhancements emerge amidst a legal dispute between Amazon and Perplexity concerning similar AI shopping technology. Amazon recently filed a lawsuit against Perplexity for its AI shopping assistant that allows one-click purchasing from Amazon, despite requests to exclude it. Fortunately for Google, its AI shopping assistant appears unlikely to encounter similar challenges, as its rollout to select stores currently omits Amazon.