The news: Facing mounting pressure from ChatGPT and other platforms, Google Shopping is stepping up its game to stay ahead in the product discovery race.

The details: The search giant announced one upcoming feature and rolled out two tools designed to make shopping more intuitive and personalized:

• Shoppable outfit and room inspiration: Launching this fall, the AI Mode feature uses generative AI (genAI) to create visual mockups of outfit or home decor ideas based on natural-language prompts. For example, a shopper searching for “green flowy dress for a garden party” might be shown a range of AI-generated dress concepts to help them refine their vision. Based on the user’s feedback, Google will then suggest shoppable products that closely match the generated images.
• Price alerts: Now live in the US, this tool allows users to hit “track price” on specific products—tailored by size, color, and price point. Shoppers receive an alert when a product meets their specified criteria, turning passive browsing into a smarter, more proactive experience.
• Virtual try-on: First previewed at Google I/O in May, this feature is rolling out nationwide. It lets users upload a photo of themselves and use AI to virtually try on clothing—helping bridge the gap between inspiration and fit confidence.

The context: Google’s dominance in product discovery is under pressure as consumer behavioral shifts and genAI tools reshape how people search, shop, and buy.

• With rivals like OpenAI moving into commerce, a wave of retailers and tech companies racing to build AI agents that automate shopping tasks, and Gen Z leaning into platforms like YouTube and TikTok for product research, Google needs to be agile to retain its relevance—and protect its multibillion-dollar commerce-driven advertising business.
• Features that streamline discovery, personalize recommendations, and close the loop from inspiration to transaction are essential to stay competitive in this rapidly fragmenting landscape.

Our take: The best way for Google to fend off the competition is by making Shopping indispensable. Features that mimic personal stylists, surface the right deals at the right time, and boost shoppers’ confidence through virtual try-ons can help ensure consumers keep turning to Google as their shopping companion.

Go further: Read more of our coverage of AI Mode here.