Google Marketing Live 2024 introduced new shopping features aimed at helping merchants enhance brand visibility and create engaging visual content using artificial intelligence technology. According to Google, over 40% of shopping searches on the platform mention specific brands or retailers, showcasing the importance of brand recognition and imagery in influencing consumer purchase decisions.
The newly introduced brand profiles on Google Search will enable merchants to showcase key information in one centralized location. These profiles will include brand images, videos, customer reviews, offers, promotions, and shipping policies sourced from Google Merchant Center and Google purchasing chart data. Additionally, these brand profiles will be accompanied by relevant ads to drive further visibility and engagement.
In line with the advancements in AI technology, Google is updating its artificial intelligence Product Studio tool to offer merchants enhanced brand alignment features. Merchants can now upload reference images to ensure that the generated product images and videos align with their brand’s aesthetic and style. For example, a clothing brand could combine real product photography with lifestyle scenes to create compelling campaign images. Furthermore, a new feature allows for the generation of videos from a single product photo, providing merchants with more creative content options.
While brand profiles in Search are set to roll out in the coming months, the updated Product Studio tool is already available in the US, UK, Canada, and Australia. These new features and tools aim to empower merchants to differentiate their brands effectively, leverage visual content to engage customers, and drive sales through enhanced brand visibility on Google’s platform.
In conclusion, Google’s focus on empowering merchants with advanced tools and features aligns with the evolving consumer behavior towards brand recognition and visual content in the shopping landscape. By leveraging artificial intelligence technology, merchants can create unique and engaging brand profiles, showcase their products effectively, and stay ahead of the competition in a highly competitive online marketplace. With these new enhancements, merchants have the opportunity to enhance their brand presence, attract more shoppers, and drive sales growth through Google’s innovative platform.
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