Google’s AI Shopping Push Is Here – With Ads, Of Course

According to Ars Technica, Google is rolling out conversational shopping features in AI Mode search starting in the coming weeks for US users, with full availability expected by the holiday shopping season. The company is implementing what it calls “agentic checkout” that allows automatic purchases through Google Pay when items hit preset price thresholds, though it only works with a handful of retailers including Chewy and Wayfair. Google confirms that sponsored shopping content will appear in AI Mode results, though the Gemini app will remain ad-free for now. The company is also reviving its Duplex automated calling technology with Gemini upgrades to check local store inventory for products like toys and electronics. These Duplex calls will only happen during business hours, with the AI identifying itself as a robot, and businesses can still opt out if they choose.

The inevitable ad injection

So Google‘s AI shopping assistant is here, and surprise – it’s going to serve you ads. I mean, did anyone really expect otherwise? The company’s entire business model revolves around advertising, so of course their “helpful” AI shopping suggestions will include sponsored content. What’s interesting is the distinction they’re making between AI Mode search (ads included) and the Gemini app (no ads for now). That “for now” is doing a lot of heavy lifting. Basically, they’re testing the waters to see how much commercial content users will tolerate in different environments.

Here’s the thing about conversational shopping – it feels more personal, more like you’re getting genuine advice. When that advice turns out to be sponsored, the betrayal feels sharper. Google says they’re using their massive Shopping Graph data to deliver useful suggestions, but how useful are suggestions when some of them are paid placements? The whole setup reminds me of those “influencer” recommendations that turn out to be undisclosed ads. At least Google’s being upfront about it, I guess.

Duplex’s unexpected comeback

Remember Duplex? That creepy-but-impressive AI that could make phone calls for you? Well, it’s back from the dead with a Gemini brain transplant. Google originally thought people would trust it to make restaurant reservations and check business hours, but that never really took off. Now they’re pivoting to inventory checking, which honestly makes way more sense.

The new approach is actually pretty clever – instead of you calling five different stores to see who has that hot toy in stock, you tell Google what you want and their robot makes the calls. It identifies itself as an AI, only calls during business hours, and businesses can opt out. That last part is crucial because if stores start getting bombarded with robot calls, they’ll block them faster than you can say “holiday shopping.” The fact that this is rolling out in toys, cosmetics, and electronics categories tells you exactly who Google thinks will use this – last-minute holiday shoppers and gadget hunters.

The “agentic checkout” reality check

Google’s really leaning into the “agentic” buzzword with their new automatic purchase feature. But let’s be real – setting a price alert and authorizing an automatic buy isn’t exactly groundbreaking AI. Companies like CamelCamelCamel have been doing price tracking for years. The twist here is the automatic purchase through Google Pay, but with such limited retailer support initially, it’s more of a proof-of-concept than a practical tool.

What worries me is the trust factor. Authorizing an AI to spend your money automatically? That’s a big leap for most people. And with Google’s usual disclaimers about possible AI mistakes, I can already imagine the horror stories of people accidentally buying the wrong item or paying too much because the AI misunderstood something. The feature could be genuinely useful for routine purchases where you know exactly what you want, but for most holiday shopping? I’d want more human oversight.

Perfect holiday timing – for Google

Notice how all this is rolling out just in time for the holiday shopping frenzy? That’s not a coincidence. Google wants to position itself as your go-to shopping assistant during the busiest retail period of the year. The company gets to test these features when people are most motivated to buy stuff, which means more data and more potential advertising revenue.

The bigger picture here is Google’s attempt to create an entire shopping ecosystem that keeps you within their walls. From conversational product discovery to price tracking to automated purchasing and even inventory checking, they want to handle every step of your shopping journey. It’s convenient, sure, but it also means Google inserts itself into more transactions and collects more data about your buying habits. For consumers, the trade-off is clear: convenience versus privacy and potentially biased recommendations. For Google? It’s just good business.