Google has upgraded its Shopping tab by integrating generative AI to create personalized shopping experiences for users. The new feature offers AI briefs that provide tailored advice based on specific product searches, such as winter jackets suitable for Seattle's climate. Additionally, a scrollable feed presents relevant products and videos aligned with user preferences, reminiscent of TikTok's engaging format. This evolution aims to compete with TikTok's growing influence in the shopping space, leveraging Google’s vast product listings and Gemini models. The rollout of these features begins in the U.S. over the coming weeks.