Google is introducing new Merchant Center tools designed to help retailers improve visibility across AI-powered shopping experiences as announced today at Google Marketing Live 2026.
Driving the news. The company announced AI Performance Insights, a new reporting feature that helps merchants understand how their brand performs across AI surfaces.
The tool compares a brand’s share of voice against similar competitors and provides visibility into AI-driven discovery performance.
Google is also rolling out Conversational Attributes, a new product data capability that helps retailers optimize listings for more natural, conversational search behavior.
How it works. Retailers can add conversational product attributes and updated descriptions directly inside Merchant Center. Google’s AI systems then use that structured data to better match products with conversational shopping queries across AI Mode, Gemini and other AI-powered surfaces.
The updates are designed to help brands improve discoverability as shopping experiences become increasingly AI-driven.
Google also confirmed that Ask Advisor integrations are coming directly into Merchant Center.
Why we care. Structured product data is becoming more important as AI-powered shopping experiences expand across Search, Gemini and Maps.
Retailers that adapt product descriptions and feeds for conversational discovery may be better positioned to surface products in AI-generated recommendations and shopping flows.
The new reporting tools also provide advertisers with early visibility into how brands perform inside AI-powered experiences.
What to watch. As conversational search behavior grows, product feed optimization may become increasingly important for AI visibility. Retailers should also monitor how Google defines and measures “share of voice” across AI-powered shopping experiences.
Availability. AI Performance Insights is expected to roll out in Australia, Canada, India, New Zealand and the U.S. in the coming months. Conversational Attributes are rolling out globally.
Dig deeper. More Google Marketing Live 2026 news from today:
- Google tests new conversational ad formats in AI Mode and Search
- Google expands Direct Offers with AI-generated bundles, native checkout and travel deals
- Google brings Meridian marketing mix modeling into Analytics 360
- Google expands Demand Gen with YouTube creator tools
- Google upgrades Asset Studio with Gemini-powered creative generation and video tools
- Google expands Universal Commerce Protocol and launches new agentic shopping tools
- Google launches Ask Advisor across Ads, Analytics and Merchant Center