Redefining Retail in 2025 with AI & Visual Discovery

Author: Based on insights from Sean Scott, VP and GM of Consumer Shopping at Google.

In a digital-first world that never sleeps, retail is undergoing a transformation unlike any we’ve seen before. From spontaneous mobile shopping to AI-generated recommendations and YouTube-driven conversions, the path from discovery to purchase has become a dynamic, high-speed journey.

As Sean Scott shared at Shoptalk 2025, retail marketers can no longer afford to “keep up” — they must actively shape the future. With the rise of ambient shopping, AI innovation, and creator-led content, this article explores how marketers can thrive by adapting to this new reality.

The Rise of Ambient Shopping: Consumers Are Always “On”

We’ve entered an era of ambient commerce, where shopping doesn’t begin with intent — it flows through everyday experiences.

According to Google, 8 in 10 online purchases now involve multiple touchpoints, ranging from search queries and YouTube videos to Google Shopping comparisons and social media scrolling.

Whether it’s spotting a product in a YouTube Short, asking Google Lens for more information, or making an in-app purchase, shoppers are ready to act at any moment. And this journey isn’t linear anymore — it’s fluid, overlapping, and constantly evolving.

Key Takeaway:

Retailers need to show up wherever and whenever shoppers are. This means expanding visibility across platforms like Search, YouTube, Google Shopping, and visual search tools.

Predictably Unpredictable: The Modern Shopper’s Journey

Today’s shopper could be streaming a beauty vlog, scrolling through TikTok, researching product specs on Google, and comparing prices — all within minutes. The traditional funnel is gone.

Shoppers seamlessly switch between channels, and decisions are shaped by convenience, trust, and immediacy.

Consider this:

• A shopper sees sneakers in a YouTube Shorts video

• Uses Google Lens to find the exact pair

• Compares retailers on Google Shopping

• Finalizes the purchase at a local store with same-day pickup

This behavior reflects the hyper-connected nature of commerce in 2025.

Marketing Insight:

To succeed, marketers must be omnipresent, adaptive, and data-driven — ready to respond the instant intent strikes.

AI Is Not the Future of Retail — It’s the Present

If mobile once redefined how we shop, AI is now reshaping what shopping feels like.

From personalized recommendations and predictive insights to immersive product discovery and voice-enabled search, AI is powering experiences that are faster, smarter, and more relevant.

Retailers using AI are seeing benefits across the board — from creative automation to better audience targeting and enhanced customer service.

Real-World Examples:

• Virtual try-ons powered by AI simplify complex decisions (e.g., makeup, eyewear, fashion).

• Inventory-aware recommendations help in-store shoppers find what’s available nearby.

• AI in Google Shopping enables real-time pricing updates, deal surfacing, and seamless checkouts.

Learn more about Google Shopping and AI.

Creator-Driven Trust: The Ultimate Conversion Engine

Consumers today crave authenticity. While social media platforms help build awareness, trust remains the ultimate conversion catalyst — and nowhere is this more evident than on YouTube.

A 2024 Traackr survey revealed that YouTube ranks #1 for trusted product reviews and research — especially among Millennials and Gen Z.

Even more compelling:

Shoppers are 98% more likely to trust YouTube creators than influencers on other platforms.

Think about that. With product research being one of the first steps in modern buying journeys, creator-led content directly influences conversions, often accelerating decision-making by up to six days.

Case Study: Sephora’s Holiday Campaign

• Partnered with 7 YouTube Shorts creators

• Ran a Shorts-only Demand Gen campaign

• Drove an 82% increase in search interest for “Sephora Holiday”

• Achieved industry-leading brand lift

Discover more YouTube strategies from Think with Google.

Visual Search = Intent on Fire

Visual search isn’t just a nice-to-have — it’s a must-have. Consumers now expect to search what they see, not just what they type.

Enter Google Lens — now seeing over 20 billion monthly searches, with 1 in 4 carrying commercial intent.

That means if your brand isn’t optimizing for visual discovery, you’re missing out on billions of buying signals.

Use Case:

• A customer sees a handbag on Instagram

• Takes a screenshot and uses Google Lens

• Gets real-time retailer results and price comparisons

• Clicks to buy — all in under 2 minutes

️ Explore Google Lens for Commerce.

AI + Data = Winning Retail Formula

The question every retailer is asking: “How can I leverage AI right now?”

The answer? Start with structured, high-quality data.

Your product feed is the heart of AI-powered retail. If your listings are outdated or incomplete, your AI strategy will underdeliver.

Actionable Tips:

• Use Google Merchant Center to manage product information in real-time

• Include detailed product descriptions, high-quality images, and dynamic pricing

• Feed this into AI-powered tools like Performance Max, Demand Gen, and Shopping Ads

Try out Google Merchant Center.

From Discovery to Purchase: Simplifying the Journey

Let’s face it: consumers crave simplicity. The brands that reduce friction in the shopping experience will win.

That’s why Google is rolling out features like Checkout on Merchant, enabling users to jump straight from a YouTube ad to the checkout page — bypassing extra steps and increasing conversion rates.

In fact, early results show that brands using checkout URLs in Demand Gen campaigns are achieving:

• 11% increase in conversion value

• At similar CPA (Cost Per Acquisition)

Learn about Google’s Demand Gen tools.

What Marketers Should Do Right Now

Here’s a quick action plan for retail marketers in 2025:

 1. Show Up Where Shoppers Are

Make sure your presence spans Search, YouTube, Shopping, and Shorts. Inspiration can strike on any of these platforms.

2. Optimize Your Product Feed

Use structured, accurate, and real-time data to power your listings. Leverage Merchant Center and maintain fresh content.

3. Invest in Visual Search

Optimize for Google Lens and ensure product images are crisp, contextual, and searchable.

4. Embrace AI-Powered Campaigns

Use tools like Performance Max to automate ad delivery, creative, and bidding strategies.

5. Collaborate with Trusted Creators

Build campaigns with YouTube Shorts creators to drive high-converting engagement.

6. Streamline Checkout

Use tools like Checkout on Merchant to fast-track conversions and reduce drop-offs.

Looking Ahead: The Future of Retail Is Assistive

What’s next? Retail will become increasingly assistive and intuitive, with technologies acting as co-pilots throughout the shopping journey.

AI won’t just enhance experiences — it will curate them, predicting needs before they arise and offering seamless, hyper-personalized shopping experiences.

Final Thoughts: Define the Future Before It Defines You

Sean Scott put it best: “Marketers who embrace AI, enrich their data, and preempt intent will define the next era of retail.”

As we move into a world where digital and physical merge, and where discovery is instant, retailers must think like technologists, act like storytellers, and move like entrepreneurs.

The tools are here. The data is available. The shoppers are searching.

Will your brand be the one they find?

10 Most Frequently Asked Questions (FAQs)

1. What is ambient shopping?

   • It refers to the constant state of being ready to purchase — browsing and discovering products as part of everyday life.

2. How is AI transforming retail marketing?

   • AI offers predictive recommendations, automates creative, personalizes experiences, and enables visual search and virtual try-ons.

3. What platforms should retailers prioritize in 2025?

   • Google Search, YouTube, Shopping, Google Lens, and YouTube Shorts.

4. Why is YouTube outperforming other social platforms for product trust?

   • Because creator-led reviews are viewed as more authentic and trustworthy than influencer posts on other platforms.

5. What is Google Lens, and how does it help retailers?

   • Google Lens is a visual search tool allowing users to find products by image. It’s a high-intent channel for conversions.

6. How do I get started with AI in retail?

   • Begin by cleaning up your product feed with accurate, structured data via Merchant Center.

7. What are Demand Gen campaigns?

   • Google’s AI-powered campaigns that drive demand using visual formats across YouTube and Discover.

8. How does Checkout on Merchant benefit e-commerce?

   • It reduces friction by allowing direct navigation to checkout pages from ads, boosting conversions.

9. Are visual searches effective?

   • Yes, especially since 1 in 4 Lens searches now have buying intent, making them critical for modern retail.

10. Is trust still a major factor in shopping decisions?

    • Absolutely. Trust, especially from creators and peer reviews, dramatically impacts buying behavior and conversions.