Google Personalizes Shopping Experience Using Customer’s Ratings and Brand Preferences

Image courtesy Google

Google has begun using the zero-party data of customers’ thumbs-up/thumbs-down style ratings and brand preferences to better personalize its shopping experience, helping consumers find the exact products they want among the 45 billion listed by the search engine. These tools join Google’s AI-powered image generation feature, which shows customers photorealistic images that illustrate text queries like “colorful quilted spring jacket.”

Google Style Picking Tool

The style ratings, currently available to U.S. shoppers using mobile browsers and the Google app, will offer a section labeled “style recommendations” for certain apparel, footwear or accessories. By rating these options with a thumbs up/thumbs down or swipe left/swipe right, the customer will instantly see personalized results. If customers want more choices, they can rate additional items to see another set of results. Additionally, Google will remember these preferences, so on future visits customers will receive personalized style recommendations based on what they liked in the past and products they interacted with.

Google users on mobile browsers, desktop or on the Google app also can specify which brands they’d like to see more of in their search. Customers can visit “about this result” by tapping the three dots next to their search results to select their favorite brands, and they’ll immediately be shown options from those brands.

Google’s AI-powered image generation, built on the platform’s combination of text and visual search tools introduced in April 2022, now allows customers to view photorealistic images after typing in a search query. When shoppers see one they like, they can click and scroll to see shoppable options.


The search engine also offers a virtual try-on tool that shows how a piece of apparel looks on a diverse set of real models, including how it would drape, fold or form wrinkles and shadows. Both these tools also benefit brands, since customers are more likely to make a purchase when provided with visual aids.

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