Google’s message in the recent NRF 2026 (National Retail Federation's "Retail's Big Show," held January 11–13, 2026, in New York City) makes one thing clear. Shopping is no longer about clicking links and hopping between tabs. It is becoming a conversation.
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| Future of shopping is powered by AI recommendations |
With AI built directly into how people search, ask, and decide, Google wants retail to move from “find a product” to “finish the purchase” without ever leaving the chat. That is exciting. Also slightly terrifying if you are not ready.
1. Shopping Starts With a Question, Not a Website
Instead of typing “best carry-on luggage,” shoppers may ask Google’s AI something like, “I’m flying for five days, what should I pack?”
That flips the funnel upside down.
The upside:
Brands can show up earlier, when people are still figuring things out. Helpful answers build trust fast.
The downside:
If your product info is unclear or outdated, you may not show up at all. No clicks. No second chances.
2. Personalization Gets Smarter, and Creepier
Google talks about retailers offering deals or suggestions based on past purchases. Packing cubes at checkout is helpful, but recommending something you already bought last week is less impressive.
The upside:
When done well, it feels like a good store assistant. Thoughtful, relevant, and convenient.
The downside:
Do it badly and it feels like someone read your diary. Nobody wants that.
3. The Checkout Disappears Into the Conversation
With Google Pay built in, discovery, decision, and payment happen in one flow. No app switching. No forms. No friction.
The upside:
Fewer drop-offs. Faster decisions. Great news for conversion rates.
The downside:
Retailers lose some control over the brand experience. Google owns more of the journey, and that is a big trade-off.
4. Retailers Become Data Partners, Not Just Sellers
To make this work, retailers need to feed Google clean, accurate, and structured product data.
The upside:
Brands that invest early will benefit from better visibility and smarter recommendations.
The downside:
If your tech stack is messy, this future will be painful. AI is honest. Brutally honest.
5. Convenience Wins, But Differentiation Gets Harder
When everything feels seamless, brands start to look similar.
The upside:
Smaller brands can compete if their products solve real problems and are well explained.
The downside:
If your only edge is price or promotions, that edge disappears quickly.
So, Is This the Future of Retail?
Yes. But not just because Google says so.
People want less effort, fewer clicks, and better answers. AI-driven shopping delivers that. The winners will be brands that focus on clarity, usefulness, and trust, not just visibility.
In this future, the best marketing may not feel like marketing at all. It feels more like help.
And honestly, that is not a bad place for retail to land.
What do you think? Would having AI as part of your shopping journey excite you?