Google is expanding its push into AI assistants for marketers and merchants, embedding navigation tools directly into Merchant Center to simplify setup, troubleshooting and optimization.
What’s going on. Google has been spotted testing Merchant Advisor, an AI-powered chatbot integrated with Google Merchant Center. This feature is currently in beta and appears to be designed to provide sellers with personalized recommendations and support within the platform.
How does this work. The Merchant Advisor presents tasks and suggestions on an ongoing basis, such as setting up a refund policy or completing account setup steps. The goal is to provide merchants with an always-on assistant that can help improve feed quality and account lifetime.
It’s a big habit. The rollout fits with Google’s broader strategy of embedding AI assistants into all of its marketing products. Merchant Advisor follows previous launches like Google Ads Advisor and Analytics Advisor, showing a future where AI copy becomes the standard across all campaign management and measurement tools.
Between the lines. Merchant Center can be technically complex, especially for small merchants who manage deployments, policies and diagnostics. An embedded AI assistant can reduce friction, speed up on-boarding and help marketers spot opportunities for improvement that they might otherwise miss.
Seen by. The feature was first spotted live by Tamara Hellgren after previous references appeared in an episode of the marketing-focused podcast Produced by Google Ads.
An important point. Google is transforming Seller Center into a more targeted, AI-assisted experience, part of a larger shift toward automation and focused support across its advertising ecosystem.
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