Google has announced a major upgrade to its shopping experience, just in time for the holiday season, with your shopping results now guided by AI, displaying more contextually relevant product matches.

As you can see in this example, Google’s AI-powered shopping experience will now enable you to search for, say “men’s winter jacket for Seattle”, and Google’s system will create an AI “brief” which will provide all the relevant considerations for your specific needs.

As explained by Google:

“The new Google Shopping experience uses AI to intelligently show the most relevant products, helping to speed up and simplify your research. You’ll now get an AI-generated brief with top things to consider for your search, plus products that meet your needs.”

So now you’ll be able to add more contextual elements t your shopping searches, and Google will be able to provide you with more things to consider, ensuring that you get the right product matches for you.

There’s also new filters along the left side of the screen to streamline your search process, while the results will also incorporate Google’s AR Try On experiences, providing more insight into relevant matches.

Google’s also adding a new personalized feed of products to your Google Shopping home page, based on your past Search history and preferences.

So now, when you log into Google Shopping, you’ll be shown products more specifically relevant to you, while Google also notes that you’ll be able to pick up where you left off every time you log in.

Finally, Google’s also adding more price comparison and price tracking tools, along with a new “Deals” page where you can find the latest sales on items you’re interested in.

These are some handy updates, and with people using Google Shopping more than a billion times a day, it’ll also help to drive more interest and engagement with Google’s product listings.

That means that you want to have your product listings up to date in Google Merchant Center, and ensure your info is correct within your Google Business info.

With the holiday shopping season about to kick into high gear, these new options are likely to get significantly tested over the coming months.

You can read more about Google’s shopping updates here.