Alphabet’s Google is redefining online retail through “agentic commerce,” a concept where AI not only suggests purchases but completes them. Gone are the days of manually navigating search results; AI agents will now simplify the shopping experience. At the National Retail Federation conference, CEO Sundar Pichai introduced the Universal Commerce Protocol (UCP), designed to streamline complex shopping processes—like discount codes and payments—directly within Google Search and its AI model, Gemini 3. This initiative positions Google as a leader in the rapidly evolving AI commerce landscape, contrasting its previous perception of lagging in generative AI innovation. The UCP facilitates personalized offers and smoother transactions, embodying a shift from the traditional “Search-Click-Buy” model to a more interactive “Chat-Then-Buy” approach. Analysts expect this integration to further enhance Google’s influence in AI-driven retail, eyeing a promising future with projected stock growth.
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