Just in time for the holiday season, Google Shopping is launching an AI-powered personalized feed that recommends items customers might like. The redesign is coming to desktop and mobile devices in the U.S. in the coming weeks. Suggested items are based on search and YouTube histories as well as AI inference. Shoppers will get “an AI-generated brief with top things to consider” in finding the right item, plus a curated feed of products. For now, the brief will be labeled “experimental,” and Google is encouraging feedback for the times AI doesn’t get it 100 percent right.

“At the top of the page, you’ll see a carousel of products you’ve recently shopped for, allowing you to jump back into your search,” reports The Verge, adding that scrolling down reveals recommended products and in-line videos related to items of interest.

In retooling its shopping website “to better match consumers with merchant storefronts,” Google is “seeking to distinguish the platform from e-commerce sites such as Amazon.com,” Bloomberg writes, comparing the updated shopping experience and its scrollable feeds “to a social media app,” with “a new home page [that] will display a personalized feed of products, reviews and auto-playing video shorts from Google’s YouTube,” while “a Deals page will host a similar curated feed of discounted items.”

The Verge likens the algorithmically populated shopping recommendations to a “for you” feed. Google explains in a blog post that it has “paired the 45 billion product listings in Google’s Shopping Graph with Gemini models. Consumers can update or turn off the personalized results by using the “shopping preferences” option found at the bottom of the page on the Google Shopping menu.

“This new experience also incorporates our virtual try-on feature, powered by generative AI and AR shopping tools” to try things on or see how furniture will look in a room, Google says. “People shop across Google more than a billion times a day,” researching prices and finding items using Google Lens and other visual search features, the tech giant claims.

Unlike the digital marketplaces of Amazon and Alibaba Group, Google Shopping “doesn’t sell or ship products; it just shows customers where they can buy items,” Bloomberg reports.

Google shopping can be accessed via the shopping tab on Google Search, or at shopping.google.com.