How Google’s Latest AI Features Drive Conversions for Consumer Brands

Consumers are no longer satisfied with static, one-size-fits-all digital experiences. Instead, they’re looking for personalized journeys that feel curated and effortless, from product discovery to purchase. This shift has transformed how brands need to engage with their audiences, elevating the importance of relevance, speed, and intelligence in every interaction.

Google’s latest suite of AI-powered tools across Search, Shopping, and Ads is designed to meet this new standard. 

These innovations aren’t just incremental updates; they represent a complete rethink of how brands connect with their customers. With features like dynamic discovery, virtual try-ons, real-time interactions, and automated checkout, Google is helping brands create more personalized, engaging, and conversion-friendly experiences throughout the customer journey.

By aligning with evolving consumer expectations and leveraging these cutting-edge tools, consumer brands can turn every interaction into a potential sale and every customer into a long-term advocate.

This article will explore how these new AI-powered features from Google can help consumer brands enhance customer engagement, streamline transactions, optimize campaign performance, and ultimately, drive higher conversions. 

Unlock Smarter Discovery with Google’s AI

With AI Overviews and AI Mode in Search, users receive comprehensive summaries that pull together information from multiple web sources. 

These summaries are not just brief recaps; they include helpful explanations, relevant product or service links, and even follow-up questions to deepen understanding. 

For example, if a user searches for “best running shoes for flat feet,” AI Mode doesn’t just list product pages; it might explain the key features to look for, compare top options, and provide links to credible reviews or purchase pages. 

This makes the search experience faster and smarter, as consumers are guided toward the content and products most aligned with their specific needs.

For more complex queries, such as researching the environmental impact of a supply chain or comparing features across multiple similar products, Deep Search enhances the experience. Instead of relying on a single search, Deep Search automatically breaks down the main query into multiple sub-queries that explore different aspects of the topic. 

It then pulls information from a wide range of sources, synthesizes the insights, and presents a cohesive, fully-cited report. This saves users the time and effort of conducting multiple searches and manually piecing together the information. 

For brands, this creates opportunities to have their detailed, authoritative content included in these reports, increasing visibility and building credibility.

The real advantage of Google’s AI is its ability to offer personalized discovery. It doesn’t treat every user the same; instead, it draws on signals like a user’s past searches, browsing behavior, and even optional integrations with other Google services like Gmail. 

This context allows the AI to deliver search results, product suggestions, and content that resonate with the individual’s preferences and interests. 

For instance, a user who frequently shops for outdoor gear may see more targeted recommendations for camping equipment, while someone planning a trip might receive curated suggestions for travel essentials and local activities. For brands, this means an increased likelihood of reaching consumers who are already primed to engage and convert.

To leverage Google’s new AI-powered discovery features effectively, brands can take several key actions:

• Create clear, structured product content with accurate data and schema markup to improve visibility in AI-powered discovery results.
• Use natural, conversational language in product descriptions to align with how real consumers search.
• Incorporate authentic reviews and user-generated content to build trust and enhance discoverability.
• Stay flexible and adaptive as AI tools evolve, ensuring product data and messaging remain optimized for future discovery and engagement.

For more insights on how to optimize your brand for AI-powered product discovery, check out our detailed guide on optimizing for product discovery in ChatGPT.

Engage Shoppers with Virtual Try-On and Personalized Shopping

Google’s virtual try-on feature redefines how consumers shop for apparel online. By allowing shoppers to upload a personal photo and see how clothing items look on their own bodies, this feature helps eliminate uncertainty and boosts confidence. 

Consumers can virtually try on billions of apparel items ranging from shirts and pants to skirts and dresses, seeing realistic draping, stretching, and fitting powered by advanced image-generation models. 

For brands, this means fewer returns and more satisfied customers.

Meanwhile, Google’s query fan-out and dynamic product panels in Shopping help refine product suggestions in real-time. 

As shoppers narrow their preferences, whether it’s color, size, style, or even context like weather or destination, Google’s AI dynamically updates search results to highlight the most relevant options. This creates a shopping experience that feels highly personalized and intuitive, guiding consumers toward products they’re more likely to love.

For brands looking to fully engage shoppers with virtual try-on and personalized shopping experiences, here are essential strategies to consider:

• Leverage virtual try-on technology to reduce purchase hesitation and returns. By showcasing how apparel fits and moves in real-world contexts, brands can build shopper confidence and improve satisfaction.
• Ensure product data is detailed and comprehensive, including multiple images, sizes, and materials, so Google’s AI can accurately render products in dynamic, personalized panels.
• Anticipate and align with shopper intent by providing flexible filtering options like color, size, or destination context, making it easier for Google’s AI to surface your products to the right audience.

Streamline Transactions with Agentic Checkout

Agentic checkout is Google’s new AI-powered feature that transforms the purchase process by acting on behalf of the shopper. 

It tracks product prices based on the consumer’s preferences, alerts them when a deal matches their set conditions, and even completes the checkout automatically through Google Pay. 

Instead of shoppers navigating through multiple steps, such as checking product availability, comparing prices, entering payment details, and finalizing the transaction, agentic checkout manages these tasks seamlessly. The consumer simply sets their parameters, and Google handles the rest, delivering a convenient and frictionless purchase experience.

For brands, agentic checkout directly addresses one of the most persistent challenges in online shopping: cart abandonment.

Shoppers often leave carts due to complicated checkout processes, unclear pricing, or last-minute doubts. 

Agentic checkout minimizes these obstacles by ensuring that purchase decisions are informed, deals are timely, and payment is handled swiftly and securely, increasing the likelihood of conversions.

To fully leverage agentic checkout, brands should:

• Highlight Google Pay prominently to encourage consumers to use it for fast, secure purchases.
• Promote “track price” functionality with clear calls-to-action on product pages, encouraging shoppers to set price alerts and engage with the feature.
• Streamline inventory management and fulfillment processes with tools like ShipBob to support the fast-paced nature of automated checkout and ensure product availability.
• Use behavioral data and analytics from Google Analytics or Triple Whale to identify top-performing products and proactively suggest “track price” options where interest and demand are high.

Optimize Campaign Performance with Agentic Tools

While agentic checkout transforms the shopping experience, Google is extending this AI-driven approach to empower brands behind the scenes with a suite of agentic tools in Ads and Analytics. 

These tools provide personalized recommendations for campaign setup, creative strategies, keyword selection, and ongoing optimization, all tailored to specific business goals and customer behaviors. 

Automated reporting further streamlines the process, providing clear insights without the need for manual data crunching.

At the center of this innovation is Marketing Advisor, a browser-integrated AI assistant that provides proactive guidance across Google Ads, Google Analytics, Help Center resources, and even connected websites or CMS systems. 

Marketing Advisor doesn’t just respond to questions; it anticipates needs, offering step-by-step guidance, recommending strategies, surfacing insights like seasonal trends, and even identifying and resolving campaign issues. 

This transforms marketers’ daily workflow, saving time and improving decision-making.

To take advantage of these new agentic tools and maximize performance:

• Activate AI-generated campaign recommendations to refine targeting, creative, and keyword strategies without manual testing.
• Use Marketing Advisor to proactively identify optimization opportunities across campaigns and platforms, reducing reaction time to performance changes.
• Automate reporting and performance tracking to free up time for strategic planning and creative development. Consider tools like Looker Studio (formerly Google Data Studio) to automatically pull and visualize key metrics from Google Ads, Analytics, and other sources.

Real-Time Engagement with Live Search

Live Search transforms how consumers interact with Google by enabling real-time, camera-based engagement.

Shoppers can use their phone’s camera to capture a product, scene, or even a tricky task, then ask Google for help directly. Instead of relying on traditional text queries, they can point, tap, and talk, turning search into a dynamic, multimodal conversation. 

Whether it’s identifying a product, getting how-to guidance, or finding related content, Live Search offers immediate, personalized responses with links, visuals, and resources.

To leverage Live Search effectively, brands should:

• Make product information, tutorials, or contextual content easily discoverable through Live Search to connect with consumers in moments of high engagement.
• Offer helpful videos or guides that appear in Live Search when consumers point their camera at your product, such as a quick tutorial showing how to use a tool or tips on applying a makeup product.
• Strengthen customer relationships and conversion potential by being present and helpful when shoppers are ready to act.

Now Is the Time to Transform with Google’s AI

The way consumers shop, search, and engage is shifting faster than ever. As generative AI becomes a part of daily life, brands are no longer competing on price or convenience alone but on intelligence, personalization, and the ability to meet consumers in the moments that matter. 

Google’s AI-powered tools offer a rare chance to redefine how your brand connects, converts, and grows.

This isn’t just about keeping pace but about seizing a crucial moment where brands who act will shape the future of consumer engagement.

About the Author: As the Director, Marketing at adQuadrant, Nick Grant leverages more than 20 years of experience working across a variety of tech verticals. Nick grew up in California and earned his BS in Business with a concentration in Entrepreneurship. After college, he relocated to Seattle to pursue his passion for startups, where he worked at various dot-coms before co-founding a successful visual strategy agency in 2010. Now back in California, Nick spends his time hiking around San Luis Obispo County with his wife and son, honing his talent as a concert photographer, and perfecting his handstand skills.