Link: Google brings buy buttons to Gemini and AI search

Google announced plans to enhance AI-driven shopping by introducing Gemini as a merchant and launching the Universal Commerce Protocol (UCP) in collaboration with major retailers like Shopify and Walmart. This initiative was revealed at the National Retail Federation's annual conference.

The UCP aims to standardize the communication between AI agents and online retail systems, covering everything from product discovery to post-purchase support. Google's Vice President Vidhya Srinivasan highlighted the protocol's ability to integrate seamlessly with existing standards.

Google's strategy includes a new "checkout feature" in the Gemini and Search platforms, allowing direct purchases through AI without navigating away from the application. This places Google in direct competition with similar offerings from Microsoft and OpenAI.

The UCP, being open-source, encourages widespread adoption among e-commerce players without the need for developing proprietary systems. Google revealed that over 20 companies, including Visa and Mastercard, have endorsed the UCP, which may set a new precedent in AI-powered commerce.

Adding to its suite of AI tools, Google will also launch a business agent that allows consumers to interact directly with brands through AI assistants on Google Search. Companies like Lowe’s and Reebok are among the first to utilize this feature.

Through these innovations, Google aims to position itself at the forefront of the AI commerce landscape. This effort not only showcases the potential of AI in enhancing the shopping experience but also sets the foundation for future developments in this space. #

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