March 4, 2026, 10:48 am | Read time: 3 minutes
Online shopping can be quite time-consuming: Products need to be found, prices compared, and reviews studied. Google is therefore adopting a new approach that significantly speeds up the search process. An AI consolidates product information directly in the search results and displays it clearly.
The AI automatically analyzes websites and organizes content by relevance. Important information, such as prices, availability, or product details, is displayed directly. For online shopping, this means fewer tabs need to be opened and purchase decisions can be made more quickly.
Patent Describes New Rating System
At the center is the patent US12536233B1. It describes a system where Google automatically analyzes and rates existing landing pages. The basis is a so-called “Landing Page Score,” a metric that measures how well a merchant’s page matches a specific search query.
If this score falls below a set threshold, an AI can generate an alternative landing page. This means product information, prices, and other content are restructured. Google then displays these contents directly within its own environment–tailored to the specific search.
More Speed for Users, Less Control for Merchants
This approach promises faster speed and better clarity in product searches. Relevant information is consolidated and displayed directly in the search results.
For merchants, the situation is different: They invest significant resources in search engine optimization, aiming to appear as high as possible in Google searches. Additionally, resources are allocated to online advertising and specially designed landing pages. However, when Google rearranges content and inserts its own AI-generated pages, providers lose some control over presentation and user navigation.
New Amazon Feature Aims to Simplify Purchasing Decisions
Revolution at Google! AI Now Answers Questions Directly Through the Camera
Brands Could Face Pressure
Another risk concerns the brand experience. If interested parties no longer land on the familiar shop page but on a Google-generated interface, the uniform presentation can suffer. Companies then find it harder to clearly present their brand and retain customers long-term.
At the same time, dependency on the Google ecosystem grows. If organic traffic—unpaid visitors through search—declines, spending on visibility increases. A larger portion of value creation shifts from merchants to the platform.
Also interesting: Why Many DHL Package Couriers Don’t Ring the Bell–and What You Can Do
SEO Experts Warn of Consequences
Joshua Squires, Associate Director SEO at Amsive, warns of significant impacts. He describes a scenario that, in his view, “sends all conceivable warning signals.” Besides economic risks, he also sees legal dangers. Brands are subject to strict guidelines that precisely define which statements about products are permissible.
However, if an AI independently creates content based on existing product data, formulations could arise that exceed these boundaries. Nonetheless, this is currently just a patent. Whether and when Google will actually implement the described technology is currently uncertain.