Google Unveils AI Shopping Agents in Gemini and Search

Google is embracing "agentic shopping" to facilitate purchases via the Gemini app and AI Mode. The tech giant is also introducing a "Business Agent" to Google Search.

The concept of agentic shopping represents a shift in how consumers interact with online retail platforms. Rather than navigating through multiple web pages to finalize a purchase, users can now rely on AI to handle the transaction process. Google is spearheading this movement by integrating checkout capabilities directly into its Gemini application and AI Mode.

This approach allows the AI to act as an intermediary, understanding user intent and executing the necessary steps to complete a sale. The primary goal is to create a seamless experience where the transition from inquiry to purchase is nearly instantaneous. By leveraging agentic capabilities, the technology can manage the complexities of digital commerce on behalf of the user.

The Gemini app is central to this new shopping strategy. As a conversational AI tool, it is uniquely positioned to guide users through product selection and checkout. The integration of purchasing features means that users can discuss products and buy them within the same chat interface, eliminating the need to switch apps or browsers.

Similarly, AI Mode is receiving updates to support these transactions. While the specific user interface changes have not been fully detailed, the inclusion of checkout functionality signals a deeper integration of commerce into Google's search and AI products. This move is designed to compete with other emerging AI shopping platforms that offer similar convenience.

Alongside the consumer-facing tools in Gemini, Google Search is getting its own specialized AI feature: the "Business Agent." This development suggests an expansion of Google's AI capabilities into the B2B (business-to-business) sector or perhaps a tool to assist businesses in managing customer interactions.

The introduction of a Business Agent implies an automated system designed to handle specific business queries or operations. While the source material does not elaborate on the exact functions of this agent, its inclusion in the announcement highlights Google's commitment to deploying AI across various levels of the digital ecosystem. It remains to be seen how this agent will differ from standard search results or existing business profiles.

Google's push into agentic shopping has significant implications for the broader digital economy. By controlling the checkout process, the company gains valuable data on consumer behavior and purchasing patterns. This data can, in turn, be used to refine advertising and product recommendations.

For merchants, this shift may offer new opportunities to reach customers directly through AI interfaces. However, it also raises questions about the relationship between retailers and the platforms that host them. As Google continues to build out these features, the landscape of e-commerce is likely to evolve, prioritizing speed and automation over traditional browsing methods.