Google gives merchants new brand profiles, AI branding tools

Visual brand profiles and new AI tools on search can now help showcase on brand merchant imagery, videos and promotions.

Chat with SearchBot

New shopping features aimed at helping merchants better showcase their brands and create visual content using AI technology are now available, Google announced today at Google Marketing Live 2024.

The big picture. More than 40% of Google shopping searches mention specific brands or retailers, per internal Google data, signaling shoppers rely heavily on brand reputation and imagery when making purchases.

Why we care. With the proliferation of AI use, branding differentiation will become much more important. Advertisers will be happy to have specific tools to differentiate themselves from competitors through their brands. 

New brand profiles

  • Google is rolling out visual “brand profiles” on Search to highlight key merchant information in one place.
  • Profiles will feature brand imagery, videos, customer reviews, deals, promotions and shipping policies pulled from Google Merchant Center and Google’s shopping graph data.
  • Ads will continue to appear alongside the new brand profiles.

Get the daily newsletter search marketers rely on.

AI content tools upgraded

  • Google’s AI-powered Product Studio tool, which helps generate product imagery and videos for merchants, is getting new brand alignment features.
  • Merchants can now upload reference images to ensure that generated visuals match their brand’s aesthetic and style.
    • For example, an apparel brand could create fresh campaign imagery by blending real product shots with lifestyle scenes.
  • New video generation from just a single product photo is also being added.
Product Studio Brand Alignment

The rollout. The new brand profiles on Search will roll out over the coming months, while Product Studio upgrades are launching now in the U.S., U.K., Canada and Australia.

About the author

Anu Adegbola
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu's career started with
 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

Get the must-read newsletter for search marketers.