CLASSIC SEARCH
The user types a query, Google shows a list of results and ads. E-commerce competes for position. The click is the goal. The product is discovered on the site.
Google is rebuilding search around artificial intelligence. AI Overview answers users' questions before they even see organic results. AI Mode transforms search into a conversation. Businesses not structured to be recommended by these systems are invisible to a growing share of potential customers.
AI Shopping is the structured work that prepares an e-commerce to be found and recommended in Google's AI search experiences — AI Overview and AI Mode — through an optimized product feed, content designed to answer real questions, and a solid technical foundation. There are no shortcuts: only method.
In May 2025, Google announced a profound transformation of its search engine. AI Overview — the AI summary that appears at the top of results — began including product recommendations with images, prices and direct links. AI Mode takes search towards a guided conversation, where users refine their question and Google responds with curated selections.
This is not an algorithmic update to wait out. It is a rewrite of the visibility model. The products Google AI recommends are not necessarily those with the most organic traffic or the highest ad budget: they are the ones Google has the most data, context, and quality signals on. It is a competition of structure and content.
The window to build this advantage is now. Most e-commerce businesses have not yet started.
The user types a query, Google shows a list of results and ads. E-commerce competes for position. The click is the goal. The product is discovered on the site.
The user asks an articulated question. Google AI responds directly, selecting and recommending specific products with images and prices. The product is evaluated before the user even reaches the site.
Google AI selects products it has complete data on, descriptions that answer questions, structured feeds and consistent technical signals. Without this foundation, an e-commerce is invisible in these contexts — regardless of how much it spends on ads.
Google AI reads your Merchant Center, product listings, category pages, and structured data. A complete feed with correct attributes, descriptions that answer real questions, and Product/Offer/Review markup are the foundations on which Google AI decides whether to include your products in its answers. This work is concrete, measurable and billable today.
This is what we do. Diagnosis, feed optimization, content rewriting, technical implementation, results tracking.
Google is building advertising formats around AI: Shopping Ads integrated in AI Overview, conversational ads in AI Mode, brand agents. Many still in testing, not freely available in Italy due to European AI regulatory compliance requirements.
We do not sell this today, because it is not available. We mention it because the organic work we do now is exactly the foundation these formats will require. Those who arrive prepared will activate first.
We start from where you are now. We test the real questions your customers ask Google AI about your sector: is your brand mentioned? Which competitors appear and on which questions? Where are you absent when you should be present? The diagnosis produces a map of priority opportunities — not a document, a work plan.
Merchant Center is the foundation. Google AI only recommends products it understands. Missing attributes, short descriptions, inadequate images, unmapped variants, inconsistent availability: these are the norm, not the exception. We analyze the feed, identify the gaps and close them systematically — attribute by attribute, category by category.
People no longer search for "men's running shoes": they ask "which running shoes are good for someone with plantar fasciitis". Product listings, category pages, and content must answer these questions: what the product solves, for whom, what sets it apart. We rewrite or optimize key content with this logic.
Product schema, Offer, Review. Consistency between site and feed: same price, same availability, same images. Technical quality of product pages. Structured data is not optional — it is the language with which Google AI reads the meaning of a page and decides whether to include it in its answers.
We set up tracking for traffic from AI experiences and related conversions. First-party data and conversion quality — the foundation for understanding whether the work is delivering results and, tomorrow, for activating conversational ad formats as efficiently as possible.
E-commerce businesses with products that customers research before buying. Companies that understand that visibility over the coming years is a capability to build, not a switch to flip. Not for those looking for shortcuts — for those who want a solid foundation that lasts.
Google is building the advertising infrastructure around AI: Shopping Ads in AI Overview, conversational formats in AI Mode, brand agents. Many still in testing, not freely available in Italy. The horizon is clear — the timing is not.
The organic work we do today — optimized feed, structured content, solid technical foundation — is exactly what these formats will require to work. An e-commerce that reaches that window with everything in order will activate first, with the lowest learning cost and the best probability of return.
Businesses that wait will find a queue — and an already more competitive market.
Let's talk →Google is testing Shopping ads integrated directly into the AI Overview summary. Currently in testing primarily in the US. They require a flawless feed as a prerequisite. Not freely available in Italy today.
AI Mode brings advertising into the conversation: sponsored recommendations in the response flow, with context and intent already defined. The highest form of demand interception ever built. In development.
Organic preparation is not separate from paid preparation — it is the same thing. Complete feed, structured content, quality conversion data: needed for both. Those who build now won't start from scratch when the time comes.
Yes. Classic Google Shopping shows a list of products when a user searches for something specific — "Nike men's running shoes". AI Overview and AI Mode respond to articulated questions with specific recommendations: "which running shoes are good for a marathon with overpronation". The AI system selects products that best answer the user's complete question, not just the keywords. Optimizing for AI search automatically improves classic Google Shopping too — but the reverse is not true: a feed optimized for Shopping is not necessarily ready for AI Overview.
An active feed does not mean an optimized feed. Incomplete attributes, short descriptions, approximate categories, inadequate image quality are the norm, not the exception — even in accounts that have been running for years. Google AI selects products it has the most data and context on: a feed with missing attributes is simply excluded from the selection, regardless of the account's history. We always start from analyzing the actual feed, not from assumptions about what is or isn't there.
There is no official date. The formats are in testing primarily in the US. The European rollout depends on compliance with European AI regulation — a process that takes time and does not follow the same pace as the American market. What we know is that they will arrive — the direction is clear. The window to prepare is now, not when the format becomes available: by then the queue will already be long.
We use a set of predefined test queries — the real questions your customers ask Google AI about your sector. Before optimization we measure the baseline: do your products appear? In which contexts? How frequently compared to competitors? After implementation we track progress month by month. We also use proxy signals: AI Overview impressions in Google Search Console, feed coverage and approved attributes in Merchant Center. There is no magic number — there is a clear, measurable direction.
No — and be wary of anyone who does. Google's algorithm cannot be controlled externally: no agency, no tool, no technique can guarantee a specific position in AI Overview. What we guarantee is the method: bringing the e-commerce to the state where Google AI has all the data, content and technical signals needed to include it. Results depend on this preparation — there is no shortcut that replaces it.
We start from your e-commerce: where you are now, what to prioritize first. No commitment — but at least one concrete insight to take away.