Google’s New AI Wants to Do Your Holiday Shopping for You

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Google has rolled out a suite of AI-driven shopping features across Search and the Gemini app to streamline holiday buying and cut the time consumers spend jumping between tabs, price trackers and filters.

A key update is an enhanced AI Mode in Search that lets users describe what they want in natural language and receive organized, visual results with pricing, reviews and inventory details.

Instead of relying on keyword-specific queries, users can now ask for things like “cozy sweaters for happy hour in warm autumn colors” or compare moisturizers by texture and skin type. 

The system structures results based on the user’s intent, presenting either shoppable images or comparison tables, powered by Shopping Graph, Google’s database of more than 50 billion product listings.

Google is also bringing shopping tools into the Gemini app, allowing users in the US to search, compare and view product listings directly in the chat interface. 

Gemini can now show shoppable items, price comparisons and buying options. The feature begins rolling out to all US users on 13 November.

For users who want to buy locally or need items immediately, Google is introducing an AI-powered calling feature. Shoppers who look for products “near me” will see an option to “Let Google Call.” Using Duplex and upgraded Gemini models, Google phones nearby stores to check prices, availability and promotions, then sends a summary by email or text. 

The company says this could help reduce time spent calling multiple stores while also driving foot traffic for merchants. The feature begins rolling out in the US across categories such as toys, health and beauty, and electronics.

Google is also testing an agentic checkout feature that buys items on a user’s behalf once the price hits their preferred range. After turning on price tracking for a product, including specific sizes, colors, or budget caps, users will be notified when the item drops within the set amount. 

If a participating merchant qualifies, Google will offer to complete the purchase through Google Pay after receiving user confirmation. The company says the tool relies on its Shopping Graph and payments infrastructure to handle the process securely.

Agentic checkout is now rolling out on Search, including in AI Mode, with early support from merchants like Wayfair, Chewy, Quince, and select Shopify sellers.