Google is adding two new AI features for retailers

Google is rolling out two new tools in Merchant Center—where retailers upload and manage their product listings so they appear across Google Search, Shopping, and now AI surfaces like Gemini—to help retailers and brands get discovered in AI conversations.

“Conversational attributes” let retailers update their product descriptions to match the more natural, conversational way people search in the AI era. The new tool is now available globally, the company said during its Google Marketing Live event on May 20.

“With this, merchants can now add richer details to their product listings, and with these details, they will be able to get discovered on conversational AI surfaces,” Ashish Gupta, VP and GM of merchant shopping at Google, told reporters on a press call.

Google is also introducing another new feature, the AI Performance Insights tool, which shows brands how they’re performing on Google’s AI surfaces. The tool will roll out in the US, Australia, Canada, India, and New Zealand in the coming months.

“With this tool the brands will be able to see exactly how their products are performing on Google AI surfaces,” Gupta said. “The tool will also help brands act on these insights with concrete suggestions, like the various product feed updates their brand can make to better match with what shoppers are actually looking for as part of these conversation surfaces.”

“We fundamentally believe in building an agentic commerce future where both shoppers and businesses can thrive,” Gupta added. “Our role has always been to connect shoppers directly with businesses, and that approach continues to guide us in this agentic era as well.”

Google is also building an AI collaborator called Ask Advisor directly inside Merchant Center, which will relay business-specific insights, complete tasks, and connect across Google Ads and Analytics to simplify campaign and listing management for brands.

Google also said it will introduce a Universal Cart for agentic shopping this summer.