Google is advancing “agentic commerce” with the launch of the Universal Commerce Protocol (UCP), an open standard designed for seamless interaction among AI agents, retailers, and payment systems. This initiative aims to reduce friction in online shopping experiences from product discovery to checkout. Collaborating with major retail players like Shopify, Etsy, and Walmart, UCP is supported by over 20 companies, including Visa and Mastercard. Its deployment begins in the US through Google’s AI-powered technologies, allowing users to shop while researching on Google and utilizing stored payment methods like Google Pay. Additionally, Google introduces a “Business Agent,” an AI chatbot enhancing customer interactions for selected retailers. Retailers can also expand their visibility by providing detailed product data through Merchant Center. Furthermore, a pilot program called Direct Offers will allow retailers to present exclusive deals directly in AI-driven search results, enhancing the shopper experience and streamlining the path to purchase.
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