Google unveils AI shopping protocol & brand agents

Google has announced a set of commerce and advertising updates that centre on AI-driven shopping, including a new open standard called the Universal Commerce Protocol and new tools for retailers across Search, Gemini and Merchant Centre.

The company said agentic commerce now sits closer to mainstream shopping behaviour. It described a model where AI systems act on a shopper's behalf across product discovery, purchase and post-purchase service.

Open standard

The company has launched the Universal Commerce Protocol, or UCP, describing it as an open standard for agentic commerce that covers discovery, buying and post-purchase support.

According to Google, UCP creates a common language that allows AI agents and commerce systems to work together across consumer services, retailers and payment providers. The protocol also reduces the need for custom integrations for each agent.

UCP works across retail categories and supports compatibility with Agent2Agent, Agent Payments Protocol and Model Context Protocol, the company said.

Google said it co-developed UCP with Shopify, Etsy, Wayfair, Target and Walmart. More than 20 other companies endorsed the protocol, including Adyen, American Express, Best Buy, Flipkart, Macy's Inc., Mastercard, Stripe, The Home Depot, Visa and Zalando.

Checkout feature

Google plans to use UCP in a new checkout feature for eligible Google product listings shown in AI Mode in Search and in the Gemini app. The company said the feature will allow shoppers to check out from eligible US retailers while they research products on Google.

Shoppers will be able to use Google Pay with payment methods and shipping information stored in Google Wallet, with PayPal support to follow.

Retailers will remain the seller of record, Google said, adding that merchants will be able to tailor the integration based on their requirements.

The company also said it will work with retailers on international expansion in the coming months. It outlined further product work in areas such as related product discovery, loyalty rewards and custom shopping experiences on Google.

Brand agents

Google also announced Business Agent, which it described as a way for shoppers to chat with brands directly on Search. The tool answers product questions in a brand's voice.

The company said Business Agent will be available starting tomorrow with Lowe's, Michael's, Poshmark and Reebok. Eligible US retailers will be able to activate and customise the agent in Merchant Centre.

More functions will be added over the coming months, according to Google. Retailers will be able to train the agent using their data, access customer insights, present offers for related products and enable direct purchases within the experience, including agentic checkout.

Merchant data

Google will add dozens of new data attributes in Merchant Centre. The updates focus on discovery in conversational shopping environments such as AI Mode, Gemini and Business Agent.

The new attributes will complement existing retailer data feeds and will cover information beyond keywords, including answers to common product questions, compatible accessories and substitutes.

Rollout will begin with a small group of retailers before expanding to a wider audience in the coming months.

Offer ads

Google said it continues to test ads in AI Mode. It also introduced Direct Offers, a pilot in Google Ads designed to present exclusive offers within AI Mode for shoppers who appear ready to buy.

Advertisers will set up offers in campaign settings, while Google will use AI to determine when they appear. The pilot will start with discounts and later expand to other offer types such as bundles and free shipping.

Google said it is working with Petco, e.l.f. Cosmetics, Samsonite, Rugs USA and Shopify merchants on the Direct Offers pilot.