“Buyers will be able to get very personal recommendations, and aggregate vendors much like they do with Google already,” noted Jason Andersen, VP and principal analyst at Moor Insights & Strategy.

Going a step further, users can now shop right inside Gemini and, when searching for products “near me” in AI mode, can access a “let Google call” button. As they browse, Gemini will prompt them for more specifics, and on the backend, call nearby stores to determine availability, price, and information on any special promos. The shopper will then receive an email or text with inventory information on Google’s aggregate Shopping Graph. This features 50 billion product listings, two billion of which are updated every hour, according to Google.

These capabilities are currently only available to US-based users. Google’s Duplex technology underpins these new features, along with a “big Gemini model upgrade” to help the AI identify the best stores to call, suggest follow-up questions, and summarize key conversation takeaways. “Let Google call” rolled out in search this week in the US, in categories including toys, health and beauty, and electronics.