- Google says eligible US shoppers can now browse, purchase products with AI
- Universal Commerce Protocol (UCP) is a Google initiative, backed by major retailers
- Businesses can target customers with ads designed for AI shoppers
Google has announced its latest initiative to simplify online shopping through a new suite of agentic AI ecommerce tools that will handle product research, purchasing, and post-purchase support.
According to Vidhya Srinivasan, VP and GM of Ads & Commerce, the new tools build on the Agent Payments Protocol (AP2), set to launch in 2025, which aims to provide secure payment solutions within the framework of agentic AI.
This system is based on the Universal Commerce Protocol (UCP), co-developed by Google and several major retail partners, including Shopify, Etsy, and Wayfair, allowing agents and systems to communicate in a unified manner.
Universal Commerce Protocol is the foundation for agentic AI shopping
Designed for versatility across various industries and platforms, the UCP is also supported by payment giants like Adyen, Amex, Mastercard, Visa, and Stripe. However, it will initially be available only to eligible retailers in the US.
The user experience will be centered around the Gemini app or AI Mode within Google Search. The AI will remember user preferences, enabling the shopping assistant to auto-fill checkout pages and store shipping details in Google Wallet.
In addition to plans for global expansion, Google is developing a more comprehensive shopping experience that includes loyalty reward integration.
Simultaneously, Google is launching a separate Business Agent that companies can utilize as virtual sales assistants to respond to product inquiries. This tool can be customized within the Merchant Center, allowing businesses to train the agent using their data, gain customer insights, and promote related products.
A new pilot program, Direct Offers, will also enable targeted ads featuring exclusive deals for shoppers using AI Mode.
However, Google faces competition, as OpenAI has already introduced similar agentic shopping features within ChatGPT, and Microsoft recently launched a buying experience within Copilot chats with select retailers.
