Google has introduced a new feature for its Chrome web browser that displays AI-generated reviews of online stores, aimed at making online shopping “safer and more efficient” for users.

The feature is accessible through an icon located to the left of the web address bar.

Clicking this icon opens a pop-up window that provides information about the store’s overall reputation, including details on product quality, pricing, customer service, and return policies.

The AI-powered reviews are compiled by scanning user feedback from multiple partner platforms, including Reputation.com, Reseller Ratings, ScamAdviser, and Trustpilot, among others.

Currently, the feature is limited to US shoppers and is only available in English on the desktop version of Chrome.

Google has not confirmed when or if the feature will expand to mobile browsers or other regions.

The move positions Google to better compete with Amazon, which already uses AI to summarise product ratings and reviews.

This latest addition is part of Google’s broader push to integrate artificial intelligence into the shopping experience, following recent introductions of virtual try-on capabilities for clothing and makeup, as well as tools for personalised product recommendations and enhanced price tracking.

The feature represents Google’s continued effort to leverage AI technology to improve user experience in e-commerce, though its current limitations to desktop and English-language users may restrict its immediate impact.