How Google’s AI Search Could Impact E-commerce

The realm of e-commerce is on the cusp of a transformative journey, thanks to the integration of artificial intelligence (AI) into Google’s search algorithms. The AI integration brings efficiency to eCommerce SEO company, as experts can create a competitive strategy by analyzing competitors’ products and other market variables.

Let me inform you that Google has developed a new update to its AI-powered Search Generative Experience  (SGE), which supercharges search with generative AI. Like featured snippets or carousels, the SGE method responds to the query in a conversational manner.

Image: Kevin Indig

Google’s Generative AI Feature

Google’s generative AI feature is an approach to search queries. This is the new way to search, powered by the latest advancements in AI. This technology simplifies complex search tasks and provides key information snapshots linked to deeper resources.

Explore the potential impact of Google’s AI search on e-commerce:

Improving Search with Generative AI

With new generative AI capabilities in Search, SEO experts can understand a topic faster, uncover new viewpoints and insights, and get things done more easily. In addition, the new AI capability lets users understand the full picture when shopping.

For example, when searching for a product –

• People can get a snapshot of noteworthy factors and products that fit the bill.
• They can see product descriptions (relevant, up-to-date reviews, ratings, prices, and product images).

In the image below (this example is from Google’s official blog), the user entered the query ‘ebikes in red for 5 mile commute with hills.’ Observe the search results by Google.

In its results, Google provides new viewpoints and insights from other sources and product descriptions, including relevant, up-to-date reviews, ratings, prices, and product images. These results are possible through the use of generative AI technology.

Source: blog.google/products/search/generative-ai-search

Expanding Search Horizons With ‘Perspectives’

In addition to its innovative generative AI technology, Google has unveiled the ‘Perspectives’ feature that showcases extensive images, videos, and written contributions from other sources, like Q&A platforms, forums, and social media networks, within search results.

This tool aims to help users gain a deeper comprehension of subjects by offering viewpoints and insights from different individuals. Thus, it infuses a more human dimension into digital information.

For example,

When a user seeks guidance on making new friends in an unfamiliar city, the ‘Perspectives’ filter presents search results containing personal stories and advice from various online sources.

Performance Advertising

It is important to note that shopping ads appear above the SGE results, similar to Google’s regular search results.

Advertising affects organic search traffic. In the same way, an ad can easily impact search results and top organic positions.

For example, when you browse “wireless headphones” with SGE, it shows ads first, AI response comes second, and finally, regular or traditional results.

Advertising typically appears before SGE results, which is not a new development. Search advertisements will keep impacting organic search results.

Seamless Multi-Channel Shopping:

Google’s AI bridges the gap between online and offline shopping experiences. Users might search for a product online and receive real-time availability updates from local stores. Or, they might explore products in a physical store and use their voice to check for online reviews and competitive pricing, all thanks to AI integration.

• Online-Offline Integration: A shopper uses Google’s AI-powered search to find a specific camera model. AI displays a map showing nearby electronics stores where the camera is available. It facilitates immediate in-store exploration.
• Voice-Enabled Comparison: A customer in a physical store interested in a smartphone uses voice search to compare features and reviews of the model quickly. Google’s AI provides instant insights about comparisons. It helps the shopper make an informed decision without leaving the store.

Google Merchant Center (GMC):

The Google Merchant Center has had a transformative impact on eCommerce. With a GMC account, you can attract more customers by listing your products and business and maintaining product information and pricing to be displayed in relevant places on Google Search, Maps, YouTube, and more.

So you can showcase your products more effectively.

For instance, when users click one of the products displayed in the generative results, new panels are opened on desktop devices. This section includes a list of online stores selling queried or related products.

Look at image feeds submitted to Google Merchant Center, likely to be the source of merchant lists in SGE results.

AI Technology in eCommerce Reviews:

Incorporating AI-powered search into eCommerce review analysis gives businesses deeper insights, improved customer engagement, and the ability to make data-driven decisions.

• Efficient Sentiment Analysis: AI quickly assesses sentiment in reviews, helping identify trends and customer sentiments and guiding targeted improvements.
• Instant Insights via Summaries: AI generates concise summaries from reviews, aiding shoppers’ quick decisions and businesses’ trend understanding.
• Proactive Quality Enhancement: AI detects recurring issues, enabling timely fixes, elevating customer satisfaction, and building trust.

Related: 8 AI-Powered eCommerce SEO Strategies to Boost Sales

Bottom Line:

Google’s AI Search is poised to revolutionize e-commerce by enhancing user experiences and driving sales. SGE is experimental, according to Google. However, SEO management company need to unlock the potential impact of search results on product discovery, carousels, snippets, etc. Experts must optimize SGE searches in favor of their eCommerce products’ branding.

Related: Effective Strategies for E-Commerce Product Page SEO

Let’s contact ResultFirst to stay ahead by leveraging AI to optimize your online store today!