min read
Nov 17, 2025
The holiday season is here, and with it comes the familiar whirl of checking dozens of retailer sites, comparing prices, hunting for reviews, and tracking down local store inventory. What if you didn’t have to? What if your shopping experience became conversational, visual and intelligent with suggestions, comparisons and even purchases handled by AI? Enter Gemini’s new shopping features. Google has rolled out a sweeping update across its search and chat-AI tools to turn browsing into a dialogue, discovery into delight, and checkout into something you almost don’t have to think about.
In this post we’ll walk through what’s new, how it works and why it matters, especially if you’re a digital-savvy shopper (or SEO professional keeping tabs on how Google’s commerce features might shift SERPs).
What’s New & How It Works
Conversational, Visual Shopping
One of the biggest changes is that you no longer need to type the exact keywords, apply filters, or click through endless lists. With Gemini’s AI shopping mode, you describe what you want; for example: “a waterproof travel backpack under $150 with USB-C port and laptop sleeve” and the system brings you suggestions, visuals, price comparisons and reviews, all in one place.
Google says the underlying system is powered by its Shopping Graph, which holds more than 50 billion product listings and updates billions of them every hour.
For example, rather than showing a generic list of backpacks, Gemini ‘AI Mode’ might display a carousel of images, highlight key attributes (water-resistant fabric, battery pass-through, size options), show price trends and give review insights.
Browsing to Buying: Agentic AI at Work
But the shopping update doesn’t stop at better search. Google is introducing “agentic” features; in short, the AI doesn’t just show you options, it can act. Here’s how:
Price tracking & “Buy for me”: You can mark a product, set a budget or size/color preferences, then let Google track for a price drop. When conditions are met, you get notified and if you like, Google Pay can execute the purchase (on supported merchants) for you.
Local store inventory checking: If you need something locally, the AI can call nearby stores for you (yes, you read that right) - ask about stock, pricing, promos - and then send you the summary via email or text. This is built on Google’s Duplex and Gemini models cooperating under the hood.
In-app shopping via Gemini: If you’re using the Gemini mobile app (currently in the US rollout) you can chat with the AI, brainstorm gift ideas, set a budget, ask for comparisons and buy all without leaving the chat experience.
Why This Matters for Shoppers & Marketers
For consumers, the benefit is clear: less friction, fewer tabs, fewer decisions repeated over and over. You can move from “What should I get?” to “Here’s the link, ready to buy” much faster. For marketers and SEOs, this signals a shift in shopping intent and behaviour. If AI is increasingly front-loading the product discovery, presenting comparisons and narrowing down lists before the user clicks a retailer, then the traditional keyword-filter-product-listing chain may change.
It means: richer metadata matters more, review-signals matter more, and the ability to get featured within these richer AI shopping panels may become a new battlefront for e-commerce SEO and affiliate marketing. In short, the game is shifting.
Google’s latest announcement on agentic checkout signals a structural shift in how consumers evaluate and purchase products online. Instead of manually searching, comparing, clicking, and checking out, AI agents are starting to handle the entire workflow end to end from product discovery to transaction.
This shift isn’t just a UX improvement. It’s a fundamental change in how brands are surfaced, interpreted, and recommended by AI systems.
And it means one thing:
“In an AI led commerce world, visibility is no longer about SEO it’s about becoming the brand an assistant chooses.”
The Rise of Agentic Shopping: What’s Changed
The new paradigm
In Google’s report on holiday AI shopping, the platform introduced its next major evolution:
AI agents that don’t just assist shoppers, they act on their behalf.
According to the article, Google’s Shopping AI now helps users:
research a product across millions of sources
compare technical details, specifications, reviews
keep track of deals across retailers
and ultimately complete the checkout process through agentic automation
This means the typical funnel — search → browse → evaluate → cart → purchase — collapses into:
“Show me the best option,” → the AI buys it. (BURAYI ŞEMA GİBİ GÖSTEREBİLİR MİYİZ GÖRSELLE ÇOK GÜZEL DURUR)
When AI owns the journey, traditional touchpoints matter less. Your visibility inside the AI’s reasoning chain matters more.
Brand differentiation shifts from human persuasion to machine interpretability.
And brands that don’t optimize for AI visibility risk becoming invisible inside the most influential funnel ever created.
Visibility-First Marketing: Why AI Needs a New Strategy
Google’s push toward agentic checkout directly supports the principles described in AEO Vision’s article on building a visibility-first marketing strategy.
Traditional marketing optimizes for human attention.
Visibility-first marketing optimizes for:
LLM entity strength
factual consistency across the web
AI retrievability and ranking
structured brand information
cross-engine reputation signals
In this model, your audience is not just customers, it’s also the AI systems answering for them.
As AEO Vision describes:
Brands must build an online presence that AI agents can understand, trust, and use during decision-making.
This includes:
clarifying brand attributes for LLMs
improving knowledge graph consistency
creating AI-friendly content structures
ensuring all product, service, and reputation signals align
With agentic checkout, this becomes urgent.
The AI does not “recommend everything.”
It picks one thing.
And winning that one slot requires being the most visible, trustworthy entity within the model's internal ranking system.
LLM’s Are the Game Changers in Brand Competition
The Funnel Becomes Compressed
AI collapses the traditional multi-step shopping path into a zero-click decision flow. As Bain describes in “Goodbye Clicks, Hello AI,” customers no longer compare dozens of pages the AI makes the choice for them inside one reasoning step.
Fewer clicks, fewer chances to influence the buyer, one decisive moment where the AI picks the brand it trusts most.
The Competitive Set Expands
Google’s Shopping AI compares your brand against:
every retailer
every price point
every review
every product variant
Brands aren’t just fighting close competitors; they’re competing against every option the AI can see.
Small Gaps Become Fatal
If a brand has:
inconsistent product information
no reputation signals
thin online presence
outdated descriptions
weak entity strength
the AI deprioritizes it in milliseconds.
Consumers never even know they should have considered it.
New Era: Brands’ LLM Visibility
This new agentic-shopping landscape requires a complete update to the marketing playbook.
Here are the steps visibility-first brands are taking:
1. Strengthening Entity Level Branding
Ensure the brand’s name, products, mission, and differentiators are consistently structured so LLMs can interpret them clearly.
2. Building AI-Friendly, High-Context Content
Produce content that answers real world, high-intent prompts — the exact type models are trained on.
3. Correcting and Unifying Product Information
AI agents rely on structured data: specs, reviews, ratings, prices, attributes.
Consistency across sources dramatically improves ranking.
4. Cleaning Up Web Reputation Signals
LLMs weigh more than websites — they evaluate sentiment, trust markers, third-party mentions, and expert validation.
5. Measuring and Improving LLM Visibility
Brands are now tracking:
Share of Voice in AI outputs
sentiment score inside model responses
consistency of entity descriptions across engines
ranking vs competitors in multi-model outputs
AEO Vision’s framework outlines these metrics as foundational for winning in an AI-first marketplace.
Conclusion: The AI Shopping Shift Has Already Started
Agentic checkout isn’t a hypothetical future , it’s already rolling out inside Google’s ecosystem.
Brands who wait will lose visibility before they even realize what happened.
Today’s marketing question is no longer:
“How do I rank on Google?”
It’s: “How do I ensure AI agents consistently choose my brand?”
If you want your brand to survive the next evolution of commerce and win the recommendation slots, AI agents increasingly control now is the time to build a visibility-first marketing foundation.
Request a Visibility Audit & Demo
If you want to assess your brand’s LLM visibility, entity strength, and AI readiness:
