Google is adding AI Performance Insights to Merchant Center to help retailers track product visibility across AI shopping surfaces.
Google is adding new AI Performance Insights to Merchant Center, giving retailers more visibility into how their products appear across AI-powered shopping experiences.
The update is designed for brands and advertisers trying to understand product discovery across Google Search, Gemini, AI Mode and other AI shopping surfaces. Google said the tool will compare a brand’s share of voice against similar brands and show how products perform in AI-driven shopping journeys.
The new reports will include visibility insights, shopping funnel performance, product term data and product attribute gaps. Retailers will be able to see how shoppers discover products, which conversational terms are being used, and where missing details may affect visibility.
Google will also flag gaps in structured product data, such as color, material, style and other attributes. These details are becoming more important as AI shopping systems rely on complete product feeds to match items with natural language searches.
The update marks a broader shift for Merchant Center. What began as a product feed management tool is increasingly becoming a platform for AI commerce optimization.
For retailers, the takeaway is clear: product data now plays a bigger role in whether AI shopping tools surface, compare and recommend their products. The feature is expected to roll out in Australia, Canada, India, New Zealand and the U.S. in the coming months.
