Google Launches Universal Commerce Protocol With Major Retailers, Debuts AI Shopping Agents for Direct Brand Chat
Summary
Google launches Universal Commerce Protocol with major retailers like Shopify, Target, and Walmart, debuts AI shopping agents that let customers chat directly with brands like Lowe's and Reebok, and tests exclusive discount offers in AI-powered search results.
Key Points
- Google launches Universal Commerce Protocol (UCP), a new open standard for agentic commerce co-developed with major retailers like Shopify, Target, and Walmart to enable AI agents to interact seamlessly across shopping platforms
- Business Agent goes live allowing shoppers to chat directly with brands like Lowe's and Reebok on Search, functioning as virtual sales associates that can answer product questions and drive sales
- Direct Offers pilot in Google Ads enables retailers to present exclusive discounts directly in AI Mode when shoppers show buying intent, with brands like Petco and e.l.f. Cosmetics participating in testing