On 26 May 2026, Search Engine Roundtable reported that Google had added conversational attributes to Merchant Center: optional product feed fields that help AI systems understand the nuances of a product. For an online shop, they are a way to give Google's AI surfaces richer product data than the standard feed carries.
What They Are
Google describes them as "completely optional" and as a complement to the primary product data specification. They are used in AI-driven surfaces such as AI Mode, Gemini and Business Agent, and may also improve traditional search experiences. The report says retailers globally can use them through Merchant Center.
The attributes named in Google's help documentation include:
| Attribute | What it is for |
|---|---|
question_and_answer | Direct answers to questions shoppers ask about the product |
document_link | A link to supporting material such as a manual or size guide |
related_product | Products that pair with or substitute for this one |
item_group_title | A shared title for a group of variants |
variant_option | The option that distinguishes a variant, such as size or colour |
popularity_rank | How the product ranks within your range |
AI Performance Insights
Search Engine Land reports that Google announced conversational attributes alongside AI Performance Insights at Google Marketing Live 2026. The insights report compares a brand's share of voice in AI surfaces with similar competitors. The article says it is expected in Australia, Canada, India, New Zealand and the US in the coming months, so UK shops shouldn't plan around it yet.
Where To Start
With optional fields, prioritise by effort and by how much the product needs explaining:
- Variant grouping (
item_group_title,variant_option) if you sell sizes or colours. It also reduces duplicate listings. - Question and answer for products with common pre-purchase questions, such as fit, compatibility or care. Use the real questions your support team receives.
- Document links for anything with a manual, size chart or specification sheet.
Google's help documentation says you can also update product descriptions to match conversational search. Write them the way a shopper would ask: specific, factual and complete. The same facts belong on the product page itself, as set out in our product page SEO checklist, and in matching schema markup.