Google has announced a major update to its AI Mode, enhancing the search experience for users in the United States by allowing them to shop using natural language descriptions and reference images. This new feature enables users to articulate their shopping needs conversationally rather than relying on traditional filters, reports 24brussels.
The update, which began rolling out on September 30, 2025, aims to streamline how users engage with online shopping. Google stated that it allows for a more intuitive interaction where users can ask questions like “show me barrel jeans that aren’t too baggy” and refine their search with requests like “I want more ankle length.” This capability is designed to deliver a customized shopping experience with relevant results.
Additionally, users can upload images or take photos to initiate searches. The system adapts by offering visually similar options, thus enhancing user accessibility and engagement. This new conversational search feature extends beyond simple product searches, allowing for broader visual exploration.
Google’s AI advancements build on the capabilities of Google Search with Lens and Image search technology, leveraging Gemini 2.5’s sophisticated multimodal understanding. The company asserts that this enhancement improves the tool’s ability to discern subtle details and contextual elements within images, thus ensuring more precise search results.