Following generative AI into Search last year, Google is now increasing its investment in Shopping by using the technology. As part of its move in this regard, it reported Tuesday that it's also using AI to help shop for the precise products. What's more, it unveiled today a new scrollable feed of personalized, shoppable products.

Now, if I were to search for, let's say, "men's winter jacket for Seattle" on Google, this result page is going to be stuffed with AI briefs consisting of things a shopper needs to consider. Thus, typing "men's winter jacket for Seattle," you will have a summary of what Google thinks you ought to be considering before getting that new one for the climate.

For example, Google states, "When choosing a winter coat for Seattle, one would look for good water resistance or waterproofing to keep dry in the frequent rain. The temperatures rarely go below freezing, so a down-filled jacket is adequate for more mild weather, but synthetic material is better suited for wetter conditions."

It is akin to Search's AI Overviews-a snapshot of information appearing above the results page. AI Overviews have had a bumpy rollout after it provided users with incorrect, sometimes dangerous information, after the feature advised one user to put glue on pizza, for example.

In its new Shopping AI briefs, Google realizes the experimental feature may not get it right all the time.

Beyond the AI briefs, Google further utilizes AI by showing relevant products to enhance your speed of search. Each product recommended by it would come along with a small description explaining why it should be a good fit for you. For instance, it may inform you that "a parka is made with a recycled nylon shell that can keep you warm in subzero temperatures.".

You'll also see categories that give you an idea of the types of jackets, like a "Synthetic insulated winter jacket for Seattle" or "3-in-1 winter jacket for Seattle."

If you want to tailor your search further, filters will show you more results tailored to size, in stock near you, and so on.

Meanwhile, Google is using the new personalized shopping feed to surface products and videos based on your preferences. For example, the feed might recommend Chelsea boots and show you popular pairs from different brands and a series of YouTube Shorts discussing different things to consider when shopping and choosing a pair of boots. After the Chelsea boots, you might scroll to see recommendations for hiking jackets, kitchen appliances, weekend bags, etc.

This scrollable design takes a page from TikTok's book because it is meant to surface continuously more content that Google believes you want to see. Since TikTok has been accelerating its TikTok Shop business and is already cannibalizing Search for Google, it seems logical that the tech behemoth would supercharge its Shopping tab especially now that TikTok now allows advertisers to target its search results page.

Google claims that it matched the 45 billion product listings in Google's Shopping Graph to the Gemini models to revolutionize the Shopping tab. Features will roll out to U.S. users in the coming weeks.