Google has launched a new AI-powered shopping platform called Universal Cart, which allows customers to add items from various brands across Google Search, Gemini, Gmail, and YouTube. The platform uses artificial intelligence to provide buying recommendations, find deals, and alert users to price drops or restocks.
How Universal Cart Works
Universal Cart acts as an intelligent shopping hub, integrating with major retailers such as Nike, Sephora, Target, Walmart, and Wayfair at checkout. When a user adds an item to their cart, the AI handles time-consuming tasks like searching for deals, monitoring price history, and checking product compatibility. It also notifies users about potential issues, such as incompatible parts, and suggests ways to earn rewards through Google Wallet.
AI's Growing Role in Shopping
Consumers are increasingly turning to AI for shopping assistance. According to Adobe, generative AI tools drove an 893.4 percent increase in traffic to retail sites during the 2025 holiday season. Vivek Pandya, lead analyst at Adobe Digital Insights, noted that AI acts as a professional shopping assistant, translating user preferences into relevant product suggestions. Columbia Business School added that better search and clearer product information lead to more completed purchases.
Prominent companies like Salesforce and Mastercard have also implemented AI agents to boost engagement and purchases, as highlighted by University of Buffalo law school professor Mark Bartholomew. However, critics raise ethical concerns about undisclosed conflicts of interest and whether these tools prioritize corporate profit over user interests. Bartholomew emphasized that the crucial question is whether AI shopping tools will be designed to serve users or primarily optimize for profit.
