Google tests Merchant Advisor inside Merchant Center

Google is expanding its push into AI assistants for advertisers and retailers, embedding guidance tools directly into Merchant Center to simplify setup, troubleshooting and optimization.

What’s happening. Google has been spotted testing Merchant Advisor, an AI-powered chatbot integrated into Google Merchant Center. The feature is currently in beta and appears designed to provide merchants with personalized recommendations and support inside the platform.

How it works. Merchant Advisor proactively surfaces tasks and suggestions, such as setting up a returns policy or completing account configuration steps. The goal is to give merchants an always-on assistant that can help improve feed quality and overall account health.

The bigger trend. The rollout fits into Google’s broader strategy of embedding AI assistants across its marketing products. Merchant Advisor follows earlier launches like Google Ads Advisor and Analytics Advisor, signaling a future where AI copilots become standard across campaign management and measurement tools.

Between the lines. Merchant Center can be technically complex, especially for smaller retailers managing feeds, policies and diagnostics. An embedded AI assistant could reduce friction, speed up onboarding and help merchants identify optimization opportunities they might otherwise miss.

Spotted by. The feature was first seen live by Tamara Hellgren after earlier references surfaced in a Google Ads Decoded podcast episode focused on retail.

The bottom line. Google is turning Merchant Center into a more guided, AI-assisted experience, part of a larger shift toward automation and embedded support across its advertising ecosystem.

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