New Shopping Tools for 2025

Google has introduced a new set of AI‑powered shopping tools that let users ask its AI to call physical stores on their behalf and even complete purchases automatically. These upgrades, rolling out in the U.S. just before the 2025 holiday season, aim to make online and in‑store shopping more efficient.

Conversational Shopping with Google

Through Google’s “AI Mode” in Search and its Gemini app, users can now describe what they want in natural language, for example, “grey sweater under $50”, and the AI will pull up images, inventory, reviews, and price comparisons. These responses draw on Google’s Shopping Graph, which the company says contains over 50 billion product listings and updates around 2 billion entries every hour.

In the Gemini app, the AI shows structured results like comparison tables instead of just text suggestions. “Let Google Call”: AI Makes Real Calls for You

One of the most striking additions is a feature called “Let Google Call.” When a user searches for an item “near me,” they may see this option. After answering a few follow-up questions (such as brand, size, or budget), Google’s AI, powered by its Duplex voice‑agent, will call nearby stores to check for product stock, pricing, or ongoing promotions.

The AI clearly identifies itself as an automated caller, and stores have the option to opt out of receiving such calls. Users then receive a summary of the conversation via text or email, along with local inventory details.

This calling feature is initially available for select categories in the U.S., including toys, health and beauty, and electronics.

Agentic Checkout: Automating Your Purchase

Google’s agentic checkout lets users track a product’s price and ask the AI to buy it when it falls within a set budget. When the conditions are met, Google notifies the user, confirms the shipping and payment details, and, with the user’s approval, completes the transaction using Google Pay.

At launch, the feature works with select merchants in the U.S., such as Wayfair, Chewy, Quince, and some Shopify stores.

What This Means for Shoppers and Retailers

For consumers, these tools reduce the friction of shopping. Rather than manually calling stores, switching between tabs, or endlessly refreshing price‑watch lists, the AI handles much of that work. That could save significant time during busy periods like the holidays.

Retailers may face new pressure: Google’s AI relies on up-to-date business profiles and accurate inventory data. Since stores can opt out of the calling feature, it also introduces a new dimension to how local shops manage inbound inquiries. Meanwhile, agentic checkout gives Google more influence over the final leg of sales, meaning merchants may increasingly optimize for this AI‑driven path.

Risks and Considerations

There are privacy and transparency questions. While Google says the AI identifies itself to stores and confirms purchases with users, some may worry about automated calls or errors in the AI’s understanding. For stores, repeated automated calls could be a burden, though Google has said it will regulate frequency and give merchants control.

Since the rollout is currently limited to the U.S. and a handful of categories and merchants, the impact on global users or smaller retailers remains to be seen. Also, reliance on Google’s data means that outdated or incorrect business listings could lead to wrong inventory reports.

Looking Ahead

Google’s new features mark a significant move toward what some call “agentic commerce,” where AI agents perform real‑world tasks on behalf of users. As these tools mature, Google could reshape how shopping works, blending conversational search, voice agents, and automated checkout into a more unified experience. For now, early adopters in the U.S. will test whether the convenience outweighs the risks, and whether local businesses embrace or resist this shift.