What: Google is testing an “Ask Stores” AI chat feature in Google Shopping, enabling users to seek advice on products, trends, and brands through an interactive chatbot.

Why it is important: The launch of AI chat features by Google intensifies competition among major platforms and accelerates the shift toward personalised, interactive retail experiences.

Google’s rollout of the “Ask Stores” AI chat feature within Google Shopping marks a pivotal moment in the evolution of digital retail. This tool allows users to interact directly with an AI assistant for advice on hard-to-find items, styling, trending products, and brands, reflecting the industry’s broader embrace of AI-driven customer engagement. The integration of such technology is transforming the online shopping journey, making it more intuitive and tailored to individual preferences. As AI agents become more sophisticated, they not only streamline product discovery but also enhance operational efficiency and customer satisfaction, addressing the growing consumer demand for personalisation and immediacy. However, this shift also raises important questions about data privacy and transparency, as users expect clear communication about how their interactions are used. Google’s move positions it at the forefront of a competitive landscape where platforms are racing to deliver the most engaging and responsive retail experiences. The evolution of digital sales assistants is redefining the traditional retail model, pushing brands to innovate rapidly or risk falling behind. 

IADS Notes: Google’s introduction of the “Ask Stores” AI chat feature is part of a sweeping transformation in retail, as seen in sources from January, March, and July 2025, where AI agents have driven significant improvements in customer service and satisfaction. Platforms like Aesthetic and Perplexity have pioneered personalised shopping journeys, while responsible data use and transparency remain critical, with 75% of consumers expecting disclosure when interacting with AI (March 2025). Google’s AI-driven overhaul of Shopping and the launch of next-gen marketing tools (October and December 2024) reinforce its competitive positioning. The rise of digital sales assistants and autonomous AI agents, as observed in February and July 2025, is accelerating the shift away from traditional retail models, prompting brands to reassess their engagement and operational strategies.

Google Shopping tests 'Ask Stores' AI chat feature