Google is trialing novel tools to enhance the personalized shopping journey

Google is testing out some fresh features to improve the way users discover products, aiming for a more personalized shopping journey. These new elements include style recommendations, brand preferences, generative AI for product searches, and virtual try-on technology. This move is significant because it provides businesses with additional avenues to present their products and connect with valuable customers who are more likely to make purchases when they have a personalized shopping experience tailored to their individual preferences.

Why it matters?

These features create new opportunities for businesses to showcase their products and engage high-value consumers who are likely to be more inclined to make purchases due to a personalized shopping experience tailored to their specific preferences.

Here’s how it operates?

If customers aren’t happy with the personalized outcomes or want to keep exploring, Google provides the choice to rate additional items and instantly see another batch of results. Furthermore, the search engine will store preferences for future searches. For instance, if you search for men’s polo shirts again, you’ll get customized style suggestions based on your previous preferences and interactions with products.

Handling style suggestions is simple

If you’ve rated items inaccurately or would rather not see personalized shopping outcomes, you have the option to adjust your preferences. Simply tap on the three dots next to the “Get style recommendations” section and explore the personalization choices available in the “About this result” section.

Brand preferences

American shoppers looking for clothing, footwear, or accessories on mobile browsers, desktops, or the Google app can now customize their shopping journey by specifying preferred brands. Once selected, choices from these brands will promptly surface. To adjust preferences, tap on the three dots adjacent to the “Popular from your favorite brands” segment, and navigate to personalization settings within the “About this result” section.

Image generation

Google is testing an AI image generation tool for shopping, currently accessible to all users in the United States who have opted into the Search Generative Experience (SGE) within Search Labs. If you’re seeking a particular item, such as a “colorful quilted spring jacket,” just tap on “Generate images” following your search to view photorealistic options that align with your preferences. Upon finding one you fancy, click on it to conveniently explore available shopping options.

Virtual try-on

Furthermore, Google is experimenting with a virtual try-on feature in the United States across desktop, mobile, and the Google app. If you come across the “try-on” icon in shopping results, just click on it to visualize how the product appears on a variety of real models, ranging in size from XXS to 4XL.

Here’s what Google is expressing

Sean Scott, Google’s VP/GM Consumer Shopping, highlighted:

• “People engage in shopping activities on Google over a billion times every day. Through the Shopping Graph, they encounter billions of products in their search results that are continually updated. In fact, more than 2 billion listings receive updates every hour, encompassing the latest information on pricing, availability, and shipping details.”
• “Whether you’re in search of a unique notepad from Japan, an elegantly monogrammed handbag from Paris, or simply a hammer from your local hardware store, the Shopping Graph streamlines your quest, offering a seamless experience with just a few clicks. With such an extensive array of options, our focus remains on facilitating the discovery of precisely what you desire.”
• “Recognizing the individuality of each shopper, we’re committed to crafting the Google shopping experience to cater to your unique preferences.”

This article is available in Ukrainian.