Google is taking a step further with the application of generative artificial intelligence (AI) and aims to revolutionize online shopping. The tech giant has presented on Tuesday morning at its headquarters in Mountain View, California, United States, its latest innovations in this technology to convert a higher number of ad clicks into sales in GML 2024. Thus, as explained by the company, among other things, videos and virtual fitting rooms will be incorporated into the search engine ads.
And it is because their own numbers show that two out of three consumers believe that making the right purchasing decision requires more effort than ever before. “Generative artificial intelligence has helped many people connect with businesses for over a decade,” says Shashi Thakur, VP of Search Ads at Google. Deciding whether to buy a product with just a photo is often complicated, so including a virtual fitting room – which shows how a piece of clothing fits different body types or certain movements – or a 3D image that rotates the product 360 degrees can be crucial in making a purchase decision. “We are incorporating a feature that allows users to dive into an ad to see product videos, summaries, and similar products from the company,” says Vidhya Srinivasan, Vice President and General Manager of Google Ads.
This functionality is not limited to online fashion purchases only, as the tech giant is also working on linking searches to ads -previously tagged as ads– to guide more complex purchasing decisions. For example, if someone types “short-term storage offers,” AI will enable decisions based on photos of furniture to be stored, their budget, etc. indicating the best storage size and packaging materials. This way, it can convert a search into a purchase through a link to buy on a specific website.
Another announcement made on Tuesday is the launch of new AI functionalities in Product Studio, which will allow generating new product images that follow each brand’s specific line. Thus, by uploading an image that represents a brand’s specific aesthetic and adding an indication describing the desired scene, the content is generated, highlighted Matt Madrigal, VP and General Manager of Google’s Merchant Shopping.
Brand Relevance
Beyond these shopping experiences, Google has also looked at how buyers perceive brands, as according to their data, in over 40% of shopping queries on their search engine a specific brand or store is mentioned.
With this context, Google announced at the GML 2024 held on Tuesday at its Mountain View headquarters the launch of new brand profiles.. These profiles showcase key information about the brand’s character and product offerings. They include striking product images and brand images, videos and user reviews, promotions, and shipping conditions.
