{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Retailgentic | Consumer Behavior & Retail Trend","title":"“We Have Definitely Been Cooking”: Ashish Gupta, Google’s VP of Merchant Shopping, on Everything Google Just Shipped at GML","html":"","width":"100%","height":180,"duration":1578,"description":"May 20th at Google Marketing Live, right before my high-level strategic chat with Nick Fox, SVP of Knowledge and Information at Google (you can read/listen to that one here), I got to sit down with Ashish Gupta, VP & GM of Merchant Shopping at Google.If the Nick Fox conversation was the 30,000-ft strategic view of where Google is taking AI Mode, AIO, and the answer engine, this one with Ashish is the exact opposite. It’s the on-the-ground tactical roadmap for merchants. Ashish is literally one of the people building the thing, and he’s telling you what to do about it before holiday.This interview was recorded right after his fireside chat with Augustina Sartori at Google HQ. On that panel, he laid out the 4 things merchants should do right now: Product feedsData strengthAI campaigns, Agentic infrastructure (i.e., UCP). We get into all four. In this interview we discuss:The 6 new conversational attributes — just launched, live now in the supplemental feed (FAQs, related items, popularity rank, document links, additional variants, item group). Why they exist, how to use them, and the “best sales associate in your store” analogy for how AI surfaces are now expected to behaveUCP’s expansion into new verticals — food delivery and travel. Why now, and why the “U” in Universal Commerce Protocol is doing real workLoyalty in UCP via Google account linking — your Ulta $10 reward shows up at checkout. Critical for merchants who don’t allow guest checkoutData strength — bringing first-party loyalty data into Gemini / AI Mode surfaces so loyal customers see more of the brands they loveAI Max & P-Max and the new ad formats showing up across AI surfaces (and YouTube)AI Performance Insights coming to Merchant Center — the new Share of Voice metric, why the funnel doesn’t behave like a normal funnel (it can actually widen deeper in), and how Google is moving from a “click/keyword” company to an “answer engine” companyThe keyword vs. long-tail question — in an answer engine world,...","thumbnail_url":"https://img.transistorcdn.com/jyq4gzL8GtJPwkKazAV0YqDIJx5HXtdIt_4jcLqe_8A/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9lNThm/NDdlNDU0ODM5MTMx/YmM5NDcyYjM5YTNh/YjEzYS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}