The tech giant is experimenting with new product discovery elements, including generative AI for product search and virtual try-on technology.
Google is piloting new product discovery elements designed to give users a more personalized shopping experience, including:
- Style recommendations.
- Brand preferences.
- Generative AI for product search.
- Virtual try-on technology.
Why we care. These features offer new opportunities to showcase products and engage with high-value consumers more inclined to make purchases via a personalized shopping experience tailored to their specific preferences.
Style recommendations. Google is testing Style Recommendations, now accessible to signed-in U.S. shoppers via mobile browsers and the Google app, aiming to deliver more personalized results. For instance, when users search for specific apparel like shoes, they’ll find the Style Recommendations section. Here, they can offer ratings with thumbs up or thumbs down, or swipe right or left to get personalized results.
How it works. Shoppers who aren’t satisfied with the results or would prefer to continue browsing can rate more items and immediately view another set of results — a throwback to the early days of Netflix and Amazon. Additionally, the search engine will provide style recommendations based on past preferences and interactions.
Managing style recommendations. Customers who have rated items incorrectly or don’t want to see personalized shopping results can manage their preferences. This is done by tapping the three dots next to the “Get style recommendations” section and choosing personalization options in the “About this result” panel.
Brand preferences. U.S. shoppers searching for apparel, shoes, or accessories on mobile browsers, desktops or the Google app can now personalize their shopping experience by selecting preferred brands. Once chosen, options from these brands will appear instantly. To manage preferences, tap the three dots next to the “Popular from your favorite brands” section, and access personalization options in the “About this result” panel.
Image generation. Google is piloting an AI image generation tool for shopping, which is now available to all U.S. users who have opted into Search Generative Experience (SGE) within Search Labs. Someone searching for a specific item can tap “Generate images” after a search to see photorealistic options matching your preferences.
Virtual try-on. Additionally, Google is testing a virtual try-on tool in the U.S. Clicking on the “try-on” icon in shopping results will show the product on a diverse set of real models ranging in size from XXS-4XL.
What Google is saying. Sean Scott, Google’s VP/GM Consumer Shopping, said:
- “People shop on Google more than a billion times a day. And thanks to the Shopping Graph, they see billions of products in their results that are constantly being refreshed. In fact, every hour, more than 2 billion listings are updated with the latest information, including pricing, in-stock availability and shipping details.”
- “So whether you’re looking for a specialty notepad from Japan, a monogrammed handbag from Paris or just a hammer from your local hardware store, the Shopping Graph can help you find it in just a few clicks. With that many options, we’re focused on making it easy to find exactly what you like.”
- “No two shoppers are alike, which is why we’re designing the shopping experience on Google so it’s tailored to you.”
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About the author
Nicola Agius was Paid Media Editor of Search Engine Land after joining in 2023. She covered paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.
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