Google is letting retailers answer shoppers’ questions through their product feeds, with new conversational attributes in Merchant Center holding answers to common questions, compatible accessories, and substitutes. The changes came at Google’s Rethink ROI summit Wednesday, alongside an AI Performance Insights dashboard, live in Merchant Center in the US, Canada, Australia, India, and New Zealand, that shows how often a brand surfaces in AI Mode and AI Overviews against competitors. Eligible US retailers can also put conversational agents inside YouTube video ads so viewers can ask questions without leaving it. Google is scaling its Universal Cart and Universal Commerce Protocol so shoppers can add items
