As the holiday season approaches, Google is unwrapping exciting new generative AI capabilities within its Shopping Graph Experience (SGE) platform. For e-commerce advertisers, these updates mark a golden opportunity to boost product visibility and drive conversions. In this blog, we’ll dive into the details of Google’s latest enhancements, including new subcategories, photo search shopping, and the expansion of its virtual try-on technology.

New SGE Subcategories: Google is streamlining holiday shopping with its curated subcategories designed to help users find the perfect gifts. For instance, a simple search for “great gifts for home cooks” will unveil a plethora of subcategories, such as specialty tools, artisanal ingredients, culinary subscriptions, and cooking classes. This intuitive feature empowers users to effortlessly explore and purchase products within their preferred gift categories.

Photo Search Shopping: One of the most exciting additions to SGE is the introduction of AI-generated images for apparel searches. This groundbreaking feature allows users to create photorealistic images inspired by their search terms, enhancing the shopping experience. Powered by Google’s extensive Shopping Graph, which comprises a staggering 35 billion listings, this AI tool enables users to shop for products based on the generated images, making it easier than ever to find their desired style.

Starting this December, mobile users in the United States will gain access to the image generation feature for apparel searches. If you’re already opted into SGE, you’ll automatically receive this update. For those not yet opted in, a quick visit to Search Labs in the Google app (available on Android and iOS) will unlock this exciting new capability.

Virtual Try-On Expansion: Building on the success of its generative AI-powered virtual try-on tool for women’s tops, Google is expanding its offerings to include men’s tops. Users searching for “men’s tops” in the Google app or mobile browser (and soon on desktop) in the United States will now see results from various brands accompanied by a “try-on” icon. This innovative feature allows users to visualize how clothing looks on real models, with a choice of 40 models representing diverse characteristics such as skin tone, body shape, height, and size.

Google’s latest enhancements to SGE bring fresh opportunities for advertisers in the e-commerce space. These features promise to enhance product visibility, engage potential customers, and drive conversions during the holiday season and beyond. To ensure your campaigns are optimized for maximum return on ad spend, it’s essential to stay up-to-date with Google’s latest capabilities. Embrace these new AI-powered tools, and make this holiday season a memorable one for your e-commerce business.


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