How to Optimise Your Product Feeds for
Better Results in AI Search
AI-powered search is rapidly changing how customers discover products online. From Google AI Overviews and Gemini to emerging AI shopping assistants, product feeds are becoming a critical source of information that helps AI systems understand, recommend and compare products.
For ecommerce businesses, simply providing basic product feed data is no longer enough. To maximise visibility in AI search results, merchants need to enrich their product feeds with detailed, structured information that helps AI answer customer questions and make better recommendations.
At Dream Agility, we’re already helping brands prepare for the future of AI commerce by optimising product feeds for Google Merchant Center, Shopping campaigns, Performance Max and AI-driven search experiences. We were first in 2013 when Google Shopping launched to build our award winning “paid search first” feed tech instead of trying to reuse Market Place feeds which were completely unsuitable and expensive to use in a paid environment. We’re first again to get all our clients, AI Search ready.
Why Product Feed Enrichment Matters for AI Search
Traditional search engines relied heavily on keywords. AI search works differently.
AI systems use product feed data to answer questions such as:
- Which product is best for my needs?
- What products are compatible with this item?
- What are the key features and benefits?
- How does this compare to alternatives?
The richer your product feeds, the more likely AI systems are to understand and recommend your products.
Google’s New Merchant Center Attributes for Product Feed Optimisation
Google has introduced several new conversational attributes designed to help AI-powered search experiences better understand your products.
Item Group Title
Item Group Title provides a shared descriptive title across all variants within an item group.
For example:
Item Group Title: Nike Air Zoom Pegasus 41 Men’s Running Shoes
This helps AI understand the overall product family rather than just individual colour or size variants.
Popularity Rank
Popularity Rank allows merchants to assign a score between 0 and 100 based on product popularity. This reflects the popularity of a product on your platform as assessed by you. It does not reflect user ratings of the product.
This gives AI another signal when deciding which products to recommend and can help highlight your best sellers within your product feeds.
At Dream Agility, we recommend building popularity scores using sales, conversions, revenue and customer engagement metrics.
Product Detail
Product Detail should contain information not already included elsewhere in your product feed.
We recommend using three concise product highlights that focus on:
- Key customer benefit
- Technical advantage
- Unique selling point
This provides AI systems with clear, structured information about why a customer should choose your product.
Question and Answer
The Question and Answer attribute could become one of the most valuable additions for AI search.
Google allows up to 30 question-and-answer pairs per product.
For technical products especially, this is incredibly powerful. Think about the questions customers regularly ask before making a purchase and provide clear answers directly within your product feeds.
Examples include:
- Is this product compatible with X?
- Will this work in Y environment?
- Is this suitable for professional use?
Because AI systems are designed to answer questions, this attribute provides highly relevant information that can directly influence product recommendations.
Related Products
Related Products helps define relationships between products, including:
- Accessories
- Spare parts
- Upgrades
- Bundles
- Compatible items
As AI shopping experiences evolve, helping AI understand product relationships will become increasingly important for cross-selling and product discovery.
Document Link
Document Link allows merchants to provide URLs to PDFs documents such as:
- Specification sheets
- User manuals
- Installation guides
- Configuration documents
Many businesses are already reporting that AI systems use information contained within these documents when answering customer questions.
For technical, engineering and B2B products, this can provide a significant advantage.
Build an Agentic Information Structure
AI commerce is moving towards agentic shopping, where AI assistants help customers research, compare and recommend products.
To support this, businesses should create an agentic information structure around their product feeds.
This includes:
- Detailed product information
- Product highlights
- FAQs
- Technical specifications
- Related products
- Supporting documentation
- Popularity signals
Together, these elements create a richer product knowledge base that AI systems can understand and trust.
Prepare Your Product Feeds for Universal Commerce Protocol (UCP)
Universal Commerce Protocol (UCP) is emerging as a framework for machine-readable commerce data that can be used across AI shopping platforms.
By enriching your product feeds today, you’re already taking important steps towards UCP readiness by providing:
- Structured product data
- Detailed attributes
- Product relationships
- Customer-focused content
- Technical documentation
The businesses that invest in product feed optimisation now will be better positioned as AI commerce continues to evolve.
Don’t Forget Your Brand Profile
Google also recommends strengthening your brand presence by completing your Merchant Center business profile and ensuring your brand information is accurate and consistent.
US-based businesses should also explore Google’s Business Agent feature, which provides additional information AI systems can use when representing brands within conversational experiences.
How Dream Agility Can Help
At Dream Agility, we help ecommerce businesses transform standard product feeds into AI-ready commerce assets.
As AI search becomes a major driver of product discovery, enriched product feeds will play a crucial role in helping brands remain visible and competitive.
Ready to Optimise Your Product Feeds for AI Search?
If you want to improve your product visibility across Google AI Overviews, Gemini, Shopping and future AI-powered commerce experiences, contact us here at Dream Agility today.
Our team can help you build AI-ready product feeds that increase discoverability, improve product understanding, and support long-term ecommerce growth.
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