Google has announced a significant expansion of shopping features within its Gemini AI chatbot, partnering with major retailers including Walmart, Shopify and Wayfair. The move aims to transform the Gemini app into both a virtual merchant and an assistant.
An instant checkout feature will enable customers to complete purchases from some businesses directly from the Gemini chat interface, utilizing various payment providers and bypassing traditional e-commerce sites, according to joint statements from Walmart and Google.
The announcement coincided with the opening day of the National Retail Federation’s annual convention in New York, where artificial intelligence on e-commerce and consumer behavior is a central theme.
John Furner, Walmart's incoming president and CEO, described this shift in a joint statement with Google and Alphabet CEO Sundar Pichai, stating: "The transition from traditional web or app search to agent-led commerce represents the next great evolution in retail."
Google’s new AI shopping feature works this way: if a customer asks what gear to get for a winter ski trip, for example, Gemini will return items from a participating retailer’s inventory.
In the case of Walmart, customers who link their Walmart and Gemini accounts will receive recommendations based on their past purchases, and any products they decide to buy via the chatbot could get combined with their existing Walmart or Sam's Club online shopping carts, according to the statement.
OpenAI and Walmart announced a similar deal in October, saying the partnership would allow ChatGPT members to use an instant checkout feature to shop for nearly everything available on Walmart’s website except for fresh food.
Google, OpenAI and Amazon all are racing to create tools that would allow for seamless AI-powered shopping by taking chatbot users from browsing to buying within the same program instead of having to go to a retailer’s website to complete a purchase. The race between OpenAI and Google has heated up in recent months.
Before the recent holiday shopping season, OpenAI launched an instant checkout feature within ChatGPT that allows users to buy products from select retailers and Etsy sellers without leaving the app.
San Francisco software company Salesforce estimated that AI influenced $272 billion, or 20 percent, of all global retail sales, in one way or another during the holiday shopping season.
Google said the AI-assisted shopping features in Gemini only would be available to U.S. users initially but that it planned to expand internationally in the coming months.
