The news: Google is using Shopping to test its new generative AI-based search experience, Search Generative Experience (SGE), to see whether arming consumers with more information simplifies their purchase decisions.
How it works: When a consumer searches a product query, such as “good bike for five-mile commute with hills,” they will see an overview of the main factors to consider, products that fit the bill, reviews, ratings, and prices. They can ask more questions, such as “which ebike is the safest?”
The big takeaway: If Google wants to maintain its place within the online shopping ecosystem, it needs to evolve, given that younger consumers have vastly different online habits from their older peers. For example, more Gen Z consumers—43%—start their online product searches on TikTok than on Google or another search engine, per Jungle Scout’s Q1 2023 Consumer Trends Report.
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