Google Unveils AI Tools to Boost Merchant Center Visibility

Google has announced two new features for its Merchant Center that aim to give retailers a competitive edge in the rapidly expanding AI‑driven shopping landscape. The first, AI Performance Insights, offers merchants a reporting dashboard that compares a brand’s share of voice against similar competitors across a range of AI surfaces, including Google’s AI Mode, Gemini, and other discovery channels. The second addition, Conversational Attributes, allows retailers to embed structured conversational product attributes and updated descriptions directly within Merchant Center. Google’s AI systems then use this enriched data to better match products with conversational search queries. The company also confirmed that Ask Advisor integrations will be available directly inside Merchant Center, streamlining the process for merchants to provide AI‑powered assistance to shoppers.

AI Performance Insights is slated to roll out in Australia, Canada, India, New Zealand and the United States over the coming months, while Conversational Attributes are being deployed globally. By providing early visibility into how brands perform within AI‑powered experiences, the new reporting tools help advertisers identify gaps and opportunities in their product listings. Structured product data is becoming increasingly critical for AI‑powered recommendations and shopping flows, and the tools encourage retailers to adapt product descriptions and feeds for conversational discovery.

For merchants, the dual rollout signals a shift toward a more data‑centric approach to e‑commerce. Those who quickly adopt the new attributes and monitor their share of voice will be better positioned to capture traffic from AI‑driven search and discovery. The move also underscores Google’s broader strategy to embed AI across its commerce ecosystem, reinforcing the importance of high‑quality, structured product information for success in the next generation of online shopping.