If you've ever watched a shopper waffle at the finish line, you know the cure is simple. A good offer flips intent into action. Google just rolled out a pilot that stitches that truth right into AI Mode: Direct Offers.
What's new
Direct Offers let advertisers surface exclusive deals right inside AI-led shopping results. Picture a user asking for "a modern, stylish rug for a high-traffic dining room." AI already lines up relevant products. Now it can also flash a timely deal—like 20% off—at the exact moment someone is ready to buy. Better value for shoppers, higher conversion odds for retailers.
Why it matters
- Intent is already high in conversational search. Direct Offers adds the missing nudge.
- Offers show when they're relevant, not random spam. Google uses AI to decide when to display.
- Early partners include major brands and Shopify merchants, signaling broad support.
How it works
Retailers set offer parameters in campaign settings. Google determines when a discount should appear, labeling it clearly as a sponsored deal. The pilot starts with percentage and price-off promos, with bundles and perks like free shipping on deck.
Where this fits in the bigger picture
Google's agentic commerce push is all about collapsing friction. UCP streamlines the checkout handoff. Business Agent brings brand conversations into Search. Direct Offers adds real-world motivation to the moment of choice. Together they turn discovery, evaluation, and purchase into one connected flow.
What you can do now
- Audit your most margin-friendly products for deal testing.
- Craft offers that feel meaningful. Shoppers recognize weak sauce.
- Align with inventory realities. Don't discount what you can't ship fast.
- Prepare your measurement. Track offer impression-to-purchase behavior separately.
Smart offer ideas to test
- Tiered discounts that reward higher AOV.
- Value bundles that beat single-item pricing.
- Perks that aren't price cuts—free shipping, extended returns, bonus accessories.
Risks and guardrails
- Train shoppers to wait for deals and you'll erode full-price sales. Use rules that protect margin.
- Discounts can attract low-quality buyers. Balance with loyalty promos and post-purchase upsells.
- Make sure the landing experience matches the promise. No one loves bait and switch.
The takeaway
Direct Offers slot naturally into AI Mode's intent-rich environment. If you're serious about performance, build promos that respect margin, feel genuinely valuable, and show up when the buyer's brain is already saying yes. Then measure, iterate, and double down where it counts.
Want a deeper dive on setup, offer logic, and measurement frameworks? I'll break those down next.