Google is testing an AI assistant inside Merchant Center as it expands automation tools for retailers and advertisers.
Google is testing an AI assistant for retailers and advertisers within Merchant Center. The assistant, called Merchant Advisor, embeds guidance tools directly into the platform to help streamline setup, optimisation and troubleshooting.
The feature is currently in beta testing, with Google introducing the tool to selected users. Merchant Advisor appears designed to bring personalised recommendations to merchants within the platform they already use, with the update first spotted by Tamara Hellgren.
The introduction of an AI assistant is in line with not just Google’s broader strategy, but also that of the wider industry. The tech behemoth has already introduced Google Ads Advisor and Analytics Advisor, with enhanced tools designed to help advertisers automate campaign management and reporting processes.
Small to medium-sized businesses and advertisers, which may not have dedicated ad operations teams, could use the tools to build and manage campaigns more efficiently.
Automation continues to play a larger role across advertising and retail platforms, particularly as advertisers look to reduce operational costs and speed up campaign workflows.
Google’s Search Query reports move towards AI interpretation
In separate Google news, the company has confirmed Search Query Reports are moving away from showing results based on exact keyword matches and towards AI-interpreted “closest approximation” query matches, reflecting increasingly complex search behaviour.
Search Query Reports are used by advertisers to understand the words and terms that consumers are searching for in their browsers to see your ads, and whether the traffic is relevant.
The update means advertisers may see fewer exact keyword matches and more AI-interpreted user intent within reporting tools, potentially reducing visibility into how certain search terms trigger ads.
