Google Will Now Show AI-Generated Product Recommendations in Your Search Results

On May 21, Google launched an update to Search that drops AI-powered product recommendations directly into results. The new feature shows lists like “Top Picks for Kitchen Essentials” or “Best Laptops for Students,” generated by Google’s AI based on product reviews, ratings, prices, and popularity.

These shopping suggestions now appear as you scroll, blending with traditional search links. Google claims this setup helps people find items faster without bouncing between websites. It’s rolling out in the U.S. first, with more markets to follow.

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Unlike sponsored ads, these lists aren’t paid placements. Brands don’t buy their way into them. Still, the update builds on Google’s long-running push to fold shopping deeper into Search — making it harder to tell ads from content.

To boost trust, Google added features like a “Generate Again” button for refreshed results and transparency panels showing what influenced the list. The goal is to keep users in Google’s search results longer, instead of sending them to retailer sites. Retailers and publishers may feel the pinch. If users skip their sites for AI-picked lists, traffic could take a hit. Google says it wants to help shoppers. But as always, it’s playing both sides.