Nov 13, 2025 - Technology

Google's Gemini AI gets into the holiday shopping spirit

Kelly Tyko

Three smartphone screens showing Google Shopping price tracking and purchase features for a Birch Lane Ivar Cutting Board, including price drop alerts and Buy for me with G Pay option. — Google announced a sweeping update to its shopping tools that uses Gemini-powered "agentic AI." Photo: Courtesy of Google

Google is turning its Gemini AI into a personal shopper, with new tools that can search, compare, call stores and even buy gifts for you.

Why it matters: It's the tech giant's biggest step yet toward "agentic commerce," one of the hottest frontiers in the effort to commercialize AI for general audiences.

Driving the news: Google unveiled new shopping features Thursday. They use Gemini-powered "agentic AI" to handle everything from product comparisons to automated checkout — just in time for the holiday rush.

How it works: In AI Mode on Search, users can describe what they want — like "cozy sweaters in warm autumn colors" — and get shoppable images, side-by-side comparisons and live inventory pulled from Google's Shopping Graph of 50 billion listings.

In the Gemini app, shoppers can brainstorm, browse and buy — with AI-generated lists, prices and links to retailers.
With "Let Google Call," the company's Duplex tech can phone nearby stores to check prices and stock, then text or email results back.
A new agentic checkout feature can buy items automatically (with user approval) once they hit a target price — starting with retailers like Wayfair, Chewy, Quince and select Shopify merchants, Google says.

The bottom line: Google is fusing Gemini with years of shopping data to create what amounts to a hands-on AI assistant — one that aims to simplify, and maybe even automate, how people shop.

Add Axios on Google

Google's Gemini AI gets into the holiday shopping spirit

What to read next