On January 11, Google announced a significant enhancement to its AI-powered shopping tools, allowing users to purchase products directly within its Gemini AI chatbot using Google Pay. This feature is currently available for select listings in AI Mode in Search and the Gemini app among eligible US retailers. It is supported by the new Universal Commerce Protocol (UCP), designed to facilitate AI-driven shopping experiences from product exploration to post-purchase service. Google aims to compete with other tech giants like Amazon and OpenAI in transforming AI chatbots into comprehensive shopping platforms. New features include Business Agents for brand interaction, Direct Offers for exclusive discounts, and updates to the Merchant Center to improve retailers’ data management. Additionally, Gemini Enterprise for Customer Experience enables retailers to deploy configurable AI agents that enhance customer interactions throughout the buying process. This initiative reflects Google’s commitment to shaping the future of agentic commerce.
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