Insight

Google Tests New AI-Enabled Commerce Feature in Search

Foreword

Google is trialling a highly prominent AI-powered commerce feature in its search results, aiming to enhance the shopping experience for users. This new feature, currently being tested, introduces a distinct rich cards section at the top of search results for commercial queries.

What Does the New AI-Powered Shopping Feature Look Like?

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The new feature stands out in several ways:

Blue Background: The section is visually distinct, with a blue background that differentiates AI-generated commerce results from the rest of the search results page (SERP).
Three Key Columns: The section is divided into three categories:
- Top Recommendations – AI-curated product suggestions.
- Where to Buy – A list of retailers selling the product.
- Informational Guides – Additional content to help users make informed purchasing decisions.
Desktop-Only for Now: The feature is currently available on desktop search results, and no mobile version has been confirmed yet.
More Products Link: The “More Products” link directs users to Google’s new AI-generated Google Shopping experience.

A Bigger Push Towards Google Shopping

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This latest test signals Google’s growing effort to directly funnel users from traditional search engine results into its shopping ecosystem. Combined with Google Shopping ads, this move appears to be a strategic push to establish Google Shopping as a more dominant player in the e-commerce space.

As Google continues integrating AI into search, this new commerce-focused approach could significantly impact how users interact with shopping results, and how retailers compete in the digital marketplace.