Google is rolling out new AI performance insights inside Merchant Center to help retailers track how products appear across AI-powered shopping experiences.

What’s happening. The new reporting tools are designed to show advertisers how their products perform across Google’s AI-powered shopping surfaces.

The reports will include:

  • share of voice insights benchmarking brand visibility against similar retailers,
  • shopping funnel performance across discovery, evaluation and purchase stages,
  • product term insights showing popular conversational shopping queries,
  • and product attribute insights highlighting missing product specifications.

Google says advertisers will also be able to identify which structured product attributes, such as color, material or style, are incomplete across their product feeds.

AI Shopping Visibility Insights To Merchant Center 1AI Shopping Visibility Insights To Merchant Center 1

Why we care. AI-powered shopping experiences are changing how consumers discover products across Search and Gemini, making visibility inside conversational results increasingly important. The new Merchant Center insights give brands early access to performance data that could help improve product feed quality, optimize discoverability and better understand how Google’s AI surfaces are ranking and recommending products.

The bigger picture. Merchant Center is steadily evolving from a product feed management tool into an AI commerce optimization platform.

As Search, Gemini and AI Overviews become more conversational, retailers may need to optimize product feeds more like SEO content — focusing on completeness, context and natural language discoverability.

What to watch. The new insights could give advertisers an early look into how Google measures “share of voice” inside AI shopping environments — an area likely to become increasingly important as AI-generated commerce experiences expand.

Availability. AI performance insights will roll out to advertisers in the U.S., Canada, Australia, India and New Zealand in the coming months.

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Anu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.In 2008, Anu started her career delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.

She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.