Google is piloting recent product discovery elements designed to give users a more personalized shopping experience, including:
- Style recommendations.
- Brand preferences.
- Generative AI for product search.
- Virtual try-on technology.
Why we care. These features offer recent opportunities to showcase products and interact with high-value consumers more inclined to make purchases via a personalized shopping experience tailored to their specific preferences.
Style recommendations. Google is testing Style Recommendations, now accessible to signed-in U.S. shoppers via mobile browsers and the Google app, aiming to deliver more personalized results. For instance, when users seek for specific apparel like shoes, they’ll find the Style Recommendations section. Here, they will offer rankings with thumbs up or thumbs down, or swipe right or left to get personalized results.
How it really works. Shoppers who aren’t satisfied with the outcomes or would favor to proceed browsing can rate more items and immediately view one other set of results — a throwback to the early days of Netflix and Amazon. Additionally, the search engine will provide style recommendations based on past preferences and interactions.
Managing style recommendations. Customers who’ve rated items incorrectly or don’t want to see personalized shopping results can manage their preferences. This is completed by tapping the three dots next to the “Get style recommendations” section and selecting personalization options within the “About this result” panel.
Brand preferences. U.S. shoppers trying to find apparel, shoes, or accessories on mobile browsers, desktops or the Google app can now personalize their shopping experience by choosing preferred brands. Once chosen, options from these brands will appear immediately. To manage preferences, tap the three dots next to the “Popular out of your favorite brands” section, and access personalization options within the “About this result” panel.
Image generation. Google is piloting an AI image generation tool for shopping, which is now available to all U.S. users who’ve opted into Search Generative Experience (SGE) inside Search Labs. Someone trying to find a selected item can tap “Generate images” after a search to see photorealistic options matching your preferences.
Virtual try-on. Additionally, Google is testing a virtual try-on tool within the U.S. Clicking on the “try-on” icon in shopping results will show the product on a various set of real models ranging in size from XXS-4XL.
What Google is saying. Sean Scott, Google’s 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 of their results which can be consistently being refreshed. In fact, every hour, more than 2 billion listings are updated with the most recent information, including pricing, in-stock availability and shipping details.”
- “So whether you’re on the lookout for a specialty notepad from Japan, a monogrammed handbag from Paris or simply a hammer out of your local ironmongery store, the Shopping Graph can aid you find it in only a couple of clicks. With that many options, we’re focused on making it easy to find exactly what you want.”
- “No two shoppers are alike, which is why we’re designing the shopping experience on Google so it’s tailored to you.”
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