PHOTO ILLUSTRATION: MERCA2.0 | GEMINI
Traditional searches based on just a few keywords are giving way to longer, more specific, and conversational queries. In response to this shift, Google recommends that retailers prepare their product catalogs for a new generation of consumers who no longer simply search for products but ask artificial intelligence tools complete questions before making a purchase.
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This recommendation is part of the report “The retail marketers’ guide to the AI-powered holiday season 2026,” developed by Google and YouTube, in which the company examines how artificial intelligence is transforming the product discovery, comparison, and purchasing process.
One of the figures illustrating this transformation is search query length. According to Google, queries made through AI Mode are, on average, three times longer than traditional searches. Users are no longer limited to entering one or two terms; instead, they ask detailed questions involving multiple conditions.
How Is AI Changing the Way Consumers Search for Products?
Consumers may move from typing terms such as “running shoes” to submitting much more specific queries that include product features, budget, intended use, or personal preferences.
This means artificial intelligence systems need to understand much more than a product’s name and price.
According to the report, consumers using these tools are evaluating more brands, comparing more products, and exploring more links, resources, and video content before making a decision. Google believes the boundaries between searching, watching content, and shopping are beginning to disappear.
For retailers, this evolution means that the quality and depth of information in their product catalogs are becoming increasingly important.
Google recommends structuring product data for its Shopping Graph and providing detailed information such as titles, descriptions, photographs, delivery times, return policies, promotional prices, and ratings.
Google Urges Retailers to Enrich Product Catalogs With Conversational Information
The company is also promoting what it calls conversational attributes.
These attributes allow retailers to incorporate information that more closely reflects natural language, such as frequently asked customer questions and answers, detailed product variations, and common use cases.
The goal is to ensure that artificial intelligence models have enough information to answer consumers’ specific questions while keeping their responses grounded in data provided directly by brands.
Google also recommends configuring brand profiles with visual content, promotions, shipping policies, and return information.
Another initiative is Business Agent, a tool designed to answer specific questions, such as whether a product will arrive before a particular date or whether it is suitable for someone with certain interests.
Videos and Reviews Are Also Becoming Part of the Conversation
The shift goes beyond product feeds. Google believes retailers should publish detailed video content, including reviews, tutorials, and explainers, because Search can display this material directly within search results.
The company also recommends managing brand presence across forums, communities, and review websites, as consumers seek authentic opinions from other people before making purchasing decisions.
This growing demand for more in-depth information aligns with another behavior identified in the report: consumers who use AI platforms or features during their shopping journey interact with an average of 2.8 times more touchpoints than those who do not use these tools.
Artificial intelligence, therefore, does not necessarily shorten the shopping journey. It can actually expand it by making it easier for consumers to research more options without increasing the difficulty of finding answers.
For retailers, this shift creates a new challenge. Product catalogs designed solely to target keywords may no longer be sufficient in an environment where shoppers expect to have conversations with artificial intelligence.
