Google Adds Personalized Gift Recommendations to Generative AI-Powered Search

Google has added personalized gift recommendations to its generative artificial intelligence (AI) capabilities in Search.

That is one of three new features the tech giant has introduced to make it easier for shoppers to find holiday gifts, Julie Black, director of product, consumer shopping at Google, said in a Thursday (Nov. 16) blog post.

To provide personalized gift recommendations, Google’s Search Generative Experience (SGE) now includes a new capability that lets users search for specific categories and then explore a wide range of subcategories tailored to their preferences, according to the post. For example, searching for “great gifts for home cooks” will yield specialty tools, artisanal ingredients, culinary subscriptions and cooking classes.

“SGE is designed as a jumping-off point to explore the web,” Black said in the post. “You’ll see links to helpful content from publishers front and center, so you can easily click through to a website to learn more about a product or gift category.”

Another new feature that Google will add soon is AI-powered image generation for shopping, which helps apparel shoppers visualize and find the style they desire, the post said. By using SGE to search for apparel, users will soon have the option to generate photorealistic images inspired by their search terms. For example, users will be able to search for a colorful, patterned puffer jacket and then tap “generate images” to create and refine images. Once they find their desired style, similar shoppable products will be displayed. This capability will be added on mobile in the U.S. in December.

Google is also offering virtual try-ons via generative AI, per the post. Initially available for women’s tops, this tool was expanded on Thursday to include men’s tops as well. By searching for “men’s tops,” users can see results from various brands, accompanied by a “try-on” icon. Tapping on a result enables users to see how the clothing item looks on a real model with their choice of skin tone, body shape, height and size.

PYMNTS Intelligence has found that the majority of consumers are at least a little bit interested in using AI for shopping. Forty-four percent of consumers said they are at least somewhat interested, and another 21% said they are slightly interested, according to the “Consumer Inflation Sentiment Report: Consumers Know What AI Is — Not How It’s Integrated Into Their Daily Lives.”

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