Google unveils new AI-powered tools for e-commerce brands

Google unveiled a suite of new tools for retailers on Tuesday with the goal of making online marketing materials and search queries for products more compelling for shoppers.

More than 40% of shopping-related searches include the name of a brand or retailer, according to Google. So the tech giant is offering new generative AI-powered tools to improve how those companies appear in search results.

One new feature, which will roll out in the coming months, allows brands to create a search profile that showcases their products, customer reviews, and store imagery. Inspired by Google Maps, the business profiles will appear in search results alongside ads.

“As the user begins that journey to research or find out about these lesser known brands, we want to have that brand represented appropriately: the brand ethos, the product offerings, everything that makes them them,” Jeff Harrell, senior director shopping at Google, said during a panel discussion.

Google is also expanding its Product Studio, a suite of tools designed to help brands create marketing materials such as product descriptions and pictures. The new additions will allow users to use generative AI to create dynamic videos and ad images based off of a single reference asset.

• For example, users can take a picture of an outdoorsy-looking person standing on a rock by the sea, and generate a video of their product—say, a rustic leather bag—in a similar locale with waves crashing in the background.

Relatedly, Google is expanding the resources available for designing advertisements, making short-form product videos and virtual try-on options available right in the ad. The feature is launching as a closed beta for retailers later this year.