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Light Dark Use Device Settings Advertise Contact Us Home / Google News / Google Ads / Google Merchant Center Conversational Attributes For AI-Driven Surfaces Google Merchant Center Conversational Attributes For AI-Driven Surfaces May 26, 2026 - 7:21 am 0 — by Barry SchwartzBarry Schwartz / Executive Editor
Barry Schwartz is the CEO of RustyBrick and a technologist, a New York Web service firm specializing in customized online technology that helps companies decrease costs and increase sales. Barry is also the founder of the Search Engine Roundtable and the News Editor of Search Engine Land. He is well known & respected for his expertise in the search marketing industry. He only provides consulting services to expert SEOs and also performs search marketing expert witness services. Barry graduated from the City University of New York and lives with his family in the NYC region. You can follow Barry on Twitter at @rustybrick or on LinkedIn and read his full bio over here. 38,461 Articles as barry.schwartz Filed Under Google Ads
Part of Google Marketing Live was a small note about conversational attributes, a way to add more attributes to your product feeds within Google Merchant Center that can be used "to update their product descriptions to reflect the more conversational way people search," Google wrote.
Google teased this last January on X and wrote, "Conversational attributes: In the coming months, we’re rolling out dozens of new data attributes in Merchant Center designed for easy discovery in the conversational commerce era, on surfaces like AI Mode, Gemini and Business Agent."
Well, now it is here and there is a new help document that Google linked to in its blog post that explains the specific attributes. First, Google explains what conversational attributes are:
Conversational attributes help AI systems and conversational agents better understand your products’ specific nuances. They are completely optional, and designed to complement your primary Merchant Center product data specification. By submitting these attributes, you can help customers discover information about your products across AI-driven surfaces, like AI Mode in Search and more while also enhancing traditional search experiences.
These attributes include:
- Question and answer [question_and_answer]
- Document link [document_link]
- Related product [related_product]
- Item group title [item_group_title]
- Variant option [variant_option]
- Popularity rank [popularity_rank]
So if you specify these and the other noted ones in the help document, it can help Google's AI search features respond about your products in a more conversational way.
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