Are J&K’s businesses ready for this change? Google’s AI Shopping set to change idea of marketing

By: Samreen Qadir and Ambreen Khan (Ziraat Times)

Srinagar: Remember the time of STD shops, pagers when many thought that was the future and there to stay? We all do.

Soon, Artificial Intelligence is going to do something radically different with how people shop.

Is your business ready for this? Google’s bold push to transform itself into an AI-powered shopping concierge is set to ripple across India’s retail and e-commerce landscape, with far-reaching implications even for states like Jammu & Kashmir, where retail is rapidly digitalising.

At its last week’s global showcase, Google announced its new AI Mode for Shopping, integrating over 50 billion product listings, virtual try-ons, price and availability comparisons, and a seamless checkout experience, all within Google Search. While the rollout is starting in the US, the company has made clear its intent to expand globally, including to India.

Industry experts warn the move may shake up existing players, particularly retail SaaS start-ups, mid-sized D2C brands and comparison tools, forcing a rethinking of strategy in a new AI-dominated retail environment.

Here are 5 ways this could impact retail in India, including in J&K:

1. Smaller retail tech start-ups may struggle
   Google’s AI Mode threatens to replace many services offered by Indian SaaS providers—like storefront tools, recommendation engines, and virtual try-ons—by bundling them into Search for free. In Kashmir and other underserved markets where local entrepreneurs were beginning to build such tools, this could halt innovation or lead to consolidation.

2. Direct-to-consumer brands may lose discovery edge
   Many D2C brands rely on start-ups to improve visibility through SEO, AI discovery tools, or influencer commerce. Google’s own AI will now handle discovery natively, meaning brands might lose traffic unless they’re well-optimised for Google’s ecosystem, a major risk for new Kashmiri lifestyle, craft and apparel brands trying to reach national markets.

3. Impulse buying will move from marketplaces to Google
   With AI Mode enabling search-based, instant checkouts, impulse purchases could increasingly happen on Google—bypassing Amazon, Flipkart and Meesho. For smaller J&K retailers who recently joined these platforms to access broader markets, this diversion could hurt their visibility and conversions.

4. Pressure on local retailers to digitise faster
   In J&K, where many retailers still operate offline or with minimal digital infrastructure, Google’s entry could raise the bar for digital readiness. Families used to in-person shopping may gradually adopt AI shopping if the tech is integrated with popular platforms. This means local businesses will need AI-backed listings, reviews, and digital visibility to stay relevant.

5. Opportunity to leapfrog via Google ecosystem
   While threatening for some, Google’s AI tools could enable local businesses to plug directly into global commerce standards, without building tech from scratch. With proper training and onboarding, Kashmiri handicraft sellers or small retailers could benefit from being featured in Google’s AI marketplace, if pricing, product quality and fulfilment can match national standards.