AI-Powered Shopping Is Now Live: How It Works and What Google Plans to Launch Next

Artificial intelligence is beginning to take over the shopping experience in ways consumers are only starting to notice. AI models can now browse product pages, compare prices, read reviews, and add items to a cart — all without the user lifting a finger. This technology, described by researchers as ‘agentic shopping,’ is already live for some U.S. consumers through OpenAI’s browser tools and is being rolled out across Google’s Shopping service. Companies argue this makes purchasing more efficient. But researchers note that the implications extend beyond convenience: when an AI decides what you buy, the criteria it uses — including commercial relationships between the AI company and retailers — may not be transparent to users. Academic experts argue consumers need clear disclosure standards before AI agents are trusted with their wallets.