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Google is testing new product discovery elements designed to give users a more personalized shopping experience, including:
- Style recommendations.
- Brand preferences.
- Generative AI for product search.
- Virtual trial technology.
Why we care. These features provide new opportunities for companies to showcase their products and connect with high-value consumers who are more likely to make purchases through a personalized shopping experience tailored to their specific preferences.
Style recommendations. Google is testing Style Recommendations, now accessible to logged-in US shoppers via mobile browsers and the Google app, with the aim of delivering more personalized results. For example, when users search for specific clothing, such as shoes, they come across the Style Recommendations section. Here they can offer reviews with a thumbs up or a thumbs down, or simply swipe right or left to instantly access personalized results.
How it works. If shoppers aren’t satisfied with their personalized results or would rather continue browsing, Google offers the option to review more items and immediately see a different set of results. In addition, the search engine remembers preferences for future searches. For example, when you search for men’s polo shirts again, you will receive personalized style recommendations based on your previous preferences and interactions with products.
Manage style recommendations. If you have misrated items or would rather not see personalized shopping results, you can manage your preferences. To do this, simply tap the three dots next to the ‘Get style recommendations’ section and explore the personalization options in the ‘About this result’ panel.
Brand preferences. U.S. shoppers searching for clothing, shoes or accessories on mobile browsers, desktops or the Google app can now personalize their shopping experience by selecting favorite brands. Once chosen, the options for these brands will appear immediately. 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 testing an AI image generation tool for shopping, which is now available to all US users who have signed up for Search Genative Experience (SGE) within Search Labs. If you’re looking for a specific item, such as a “colorful spring quilted jacket,” tap “Generate Images” after your search to see photorealistic options that match your preferences. Once you find one you like, click on it to easily explore the shopping options.
Virtual fitting. In addition, Google is testing a virtual trial tool in the US on desktop, mobile and the Google app. When you see the ‘try on’ icon in the shopping results, simply click on it and you can see what the product looks like on a diverse set of real models ranging in size from XXS-4XL.
What Google says. Sean Scott, Google 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 updated. More than 2 billion listings are updated every hour with the latest information, including pricing, in-stock availability and shipping information.”
- “So whether you’re looking for a special 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 with just a few clicks. With so many options, we want to make it easy to find exactly what you like.”
- “No two shoppers are the same. That’s why we design the Google shopping experience to be tailored to you.”
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Deep dive. Read Google’s announcement complete for more information.
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