Google announced an update to its Chrome web browser on Monday, introducing AI-generated store reviews for U.S. shoppers. This feature aims to help users determine the best places to make purchases by summarizing a store’s reputation for product quality, shopping experience, pricing, customer service, and returns.
To access the feature, users can click an icon located just to the left of the web address in the browser. A pop-up will display the AI-generated summaries, which are based on reviews from partners such as Bazaarvoice, Bizrate Insights, Reputation.com, ResellerRatings, ScamAdvisor, TrustPilot, TurnTo, Yotpo, and Verified Reviews. Currently available only in English, the feature will initially launch on Chrome for desktop. Google has not confirmed if or when it will expand to mobile devices.
Google states that the goal of these summaries is to create a safer and more efficient shopping experience. The move also positions Google to better compete with Amazon, which has been leveraging AI to enhance shopping features. Amazon uses AI to summarize product ratings and reviews, help customers find well-fitting clothes, provide product recommendations, and offer comparisons.
The update comes as Chrome faces new competition from AI-powered browsers like Perplexity’s Comet, The Browser Company’s Dia, Opera Neon, and a potential upcoming browser from OpenAI. In response, Google is integrating AI more deeply into Chrome, including developing an AI agent that can take actions on behalf of users. The company has also added support for its Gemini AI assistant in Chrome for Gemini subscribers.
This feature is part of Google’s broader effort to modernize its shopping platform. The company has already implemented AI to help users discover products, receive personalized recommendations, virtually try on clothes, and track prices. Additional tools, such as AI-powered checkout and shopping in Google’s AI Mode, were announced at this year’s Google I/O developer conference. Google recently revealed that outfit and room inspiration in AI Mode will roll out this fall.