Google has introduced cutting-edge technology to streamline online shopping, even with our already significant expenditure on digital acquisitions. The standout feature is the newly unveiled Universal Commerce Protocol (UCP), described as an “open standard for agentic commerce,” which has been developed alongside prominent online retailers such as Shopify, Etsy, Wayfair, Target, and Walmart. This advancement enables purchases to be made directly within conversations with AI agents.

For example, you might ask an AI to help locate a carry-on suitcase, and it would present options available for purchase without exiting the chat. Over 20 partners, including American Express, Best Buy, Macy’s, Mastercard, Stripe, Home Depot, and Visa, back this initiative. Google Pay will process payments, with shipping information sourced from Google Wallet, and PayPal will be integrated shortly.

Furthermore, Google is rolling out Business Agent, a “virtual sales associate” designed to respond to product inquiries in a brand’s voice. For instance, if you look for Reebok sneakers, the branded agent can help and facilitate purchases during the chat. Business Agent is currently operational with partners such as Lowe’s, Michael’s, Poshmark, and Reebok.

Moreover, Google is unveiling Direct Offers, a novel ad format that offers exclusive discounts to shoppers utilizing AI mode. This feature aims to promote more regular use of AI-enhanced shopping engagements.