Key Takeaways

  • Google is testing a new AI feature in Google AI Mode called “What to Know.”
  • The section provides AI-generated product summaries drawn from user reviews and web sources.
  • It appears alongside free product listings, enhancing search results with quick, informative insights.
  • The update follows Google’s earlier AI-generated summaries from September 2025, but with new placement and branding.
  • The feature aims to improve shopping experiences by surfacing key details directly within AI Mode.

What Is Google’s “What to Know” Section?

Google’s “What to Know” is the latest experiment within Google AI Mode, designed to make product discovery faster and more intuitive. The section summarizes essential product insights — such as performance highlights, user opinions, and expert remarks — all compiled using AI from verified web sources and aggregated customer feedback.

Essentially, this section acts as a smart shopping assistant, helping users make quicker decisions by eliminating the need to click through multiple product pages.

How the Feature Works

The “What to Know” section integrates seamlessly beneath free product listings in AI Mode. Each summary is AI-generated, with a disclaimer noting that it’s based on user reviews and publicly available web data.

This aligns with Google’s broader move toward AI-enhanced SERP features, where AI-generated snapshots, buying guides, and summaries increasingly complement organic results.

Example in Action

Search results now display a small card titled “What to know”, summarizing:

  • Product highlights and drawbacks
  • Common themes from user reviews
  • Additional details like brand reputation or pricing notes

The test was first identified by Brodie Clark, shared via SERP Alerts on X, and later confirmed by Barry Schwartz from Search Engine Roundtable.

Why Google Is Testing It

Google’s motivation is clear: to make search more conversational, context-aware, and commerce-driven. The “What to Know” section bridges the gap between raw product data and user sentiment — helping AI Mode evolve into a shopping-focused knowledge layer.

With this addition, users don’t just see what’s for sale — they also learn why it might be worth buying.

Benefits for Users and Retailers

For users:

  • Saves time by summarizing multiple reviews into concise insights.
  • Reduces decision fatigue in complex product categories.
  • Provides more trustworthy data through multi-source aggregation.

For retailers:

  • Increases visibility of products in AI Mode listings.
  • Offers potential boosts in click-through rate (CTR) and conversions.
  • Aligns with Google’s focus on AI-driven shopping experiences ahead of the holiday season.

Did You Know?

Google has been testing AI-generated summaries for product listings since mid-2024, gradually refining how AI Mode integrates with Shopping Graph data and user feedback loops. The “What to Know” section marks the third major iteration of these experiments in 2025.

Conclusion

The rollout of Google’s “What to Know” section signals the next phase in AI-powered search evolution — blending machine learning with real-world opinions to deliver more intelligent product discovery.

While it’s still in testing, this update hints at a future where AI summaries become standard across all commercial search results, reshaping how users shop and how retailers optimize for visibility.

FAQs

What is Google AI Mode?

Google AI Mode is an experimental search interface where AI-generated summaries and contextual insights appear directly within Google Search results.

How is “What to Know” different from previous AI summaries?

Unlike earlier product summaries, this section appears within free listings, offering contextual highlights rather than generic overviews.

Where does Google get the data for these summaries?

The data is aggregated from user reviews and reliable web sources, as noted in the AI Mode disclaimer.

Is this feature available to all users?

Currently, the “What to Know” section is in limited testing, visible to a subset of users and browsers.

Why is this important for SEO and eCommerce?

It may redefine search visibility strategies, as Google increasingly prioritizes AI-curated summaries over traditional snippets and listings.

References