In January 2026, Google introduced the Universal Commerce Protocol (UCP), transforming online shopping by enabling AI to complete purchases on behalf of consumers. The UCP aims to standardize interactions among shopping tools, streamlining the buying journey from discovery to checkout. By integrating UCP into Google’s AI Mode and the Gemini app, conversational commerce is becoming a mainstream experience. With features like Direct Offers, brands can present real-time discounts during searches, enhancing user convenience. Additionally, Google tests a Business Agent, an AI assistant tailored to individual brands that improves customer support by answering questions and guiding purchases across various platforms. This evolution indicates a significant shift from traditional websites to AI-driven shopping interfaces, making AI systems critical facilitators in eCommerce. If executed effectively, AI-led commerce could minimize purchasing errors and enhance post-sale support, but it also raises concerns about power dynamics in digital marketplaces, emphasizing the need for trust and security mechanisms.
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