Google's AI Mode Blurs the Line Between Advice and Advertising

Google has started rolling out conversational shopping inside AI Mode, marking the first big step to monetize generative AI in its search experience.

This is a key move not only for Google but for the entire technology sector. Other companies, such as Amazon and Meta, are also working on conversational commerce, and Google clearly wants to position itself at the middle of this burgeoning ecosystem.

As consumers increasingly want and expect more natural and intuitive interactions, conversational shopping is the new battleground.

Earlier this year at Google I/O, the company teased its vision for a more natural, chat-like shopping experience. Now it's becoming real.

In the weeks to come, US users will be able to ask Google's AI complex shopping questions, such as "What's the best laptop for design students under $1,000?" or "Which skincare brands are cruelty-free and effective?" Instead of scanning through endless lists of links, the AI will break down options, compare features, and provide personalized product recommendations.

Beyond simple examples like those that Google has shown, users will be able to ask even more nuanced questions, such as: "What's a good robot vacuum for a small apartment with pets?", "What's the best commuter e-bike for urban roads?", or "What's a thoughtful cooking-related gift under $100?".

These are the kind of queries for which classic search engines always fumble, while conversational systems can handle with poise.

The AI will create in-depth buying guides, comparison tables, and personalized recommendations. All this is powered by Google's enormous Shopping Graph-a constantly updated database of billions of products, retailers, and reviews.

Of course, this new experience doesn't escape Google's old business model. Some of the results inside this AI conversation will include ads. Or, to put it another way: Google’s AI won’t just help you make decisions—it will also subtly try to influence them.

Curiously, Google says its standalone Gemini app will also get shopping features, but for now, Gemini’s results won’t include sponsored content.

Besides conversational shopping, Google is introducing something called “agentic checkout”—a mix of automation and AI-powered buying.

Here's how it works: You set a price alert for a product inside search. When the price falls below your threshold, Google notifies you. The twist is that you can now authorize Google Pay to automatically buy the item the moment it hits your target price.

For now, the feature works with select retailers like Chewy, Wayfair, and some Shopify stores. It's a small feature, but it hints at a future in which you might trust Google not only to suggest products but also to complete transactions on your behalf.

Which, of course, raises some important questions.

How much control do users want to give up? Will people be happy to let AI automatically spend their money? And what happens when an order goes wrong-who sorts out returns and changes?

The upside of this automation is convenience; the downside is risk, and Google will have to prove that it's transparent, secure, and predictable. Retailers may need to rethink pricing strategies as automated purchasing becomes more common.

The Return of Duplex (Upgraded with Gemini)

Remember Google Duplex, the shockingly human-sounding AI that used to make restaurant reservations by phone? It quietly faded away, but now it's returning in a different form.

The updated Duplex, powered by Gemini, won't book appointments anymore, instead calling stores to see if a product's in stock.

If you were to search for something in your vicinity, you might notice a "Let Google Call" button. It identifies itself as a bot; it calls stores during business hours and sends you a summary with availability and pricing.

The feature is starting with categories like toys, cosmetics, and electronics; for now, it's limited to the US.

What This Means for You

For users, this evolution means shopping is increasingly becoming conversational and automated. Instead of digging through endless pages of links, you'll simply ask what you want, and Google's AI will synthesize the best answers for you.

But convenience comes at a price, and with every new layer of AI assistance, there’s also a new layer of monetization. Google won’t just be helping you decide what to buy—it will be guiding those decisions in subtle ways, blending organic suggestions with advertising.

The "agentic" aspect-letting AI act on your behalf-shows the future of commerce. We may be shifting from search-driven buying to AI-driven buying.

Efficient, yes, but it also means placing more trust, money, and personal data in Google's hands. Online shopping in a few years could look dramatically different.

AI may be essentially a full-time personal shopper, much like it is predicting your needs, keeping track of inventory levels, negotiating prices, or even conducting returns automatically.

Retailers that can optimize for this new AI-driven environment will thrive, while smaller businesses may struggle to keep up. And for consumers, shopping may increasingly be a conversation rather than a search. In short, Google's conversational AI may make shopping easier-but it also ensures that Google remains firmly at the center of every transaction.