Google announces a new protocol to facilitate commerce using AI agents

New York: Google today shared a new open standard called the Universal Commerce Protocol (UCP) for AI agent-based shopping. They talked about it at the National Retail Federation conference. This new system works with companies like Shopify, Etsy, Wayfair, Target, and Walmart. The UCP lets AI agents help with different parts of shopping, from finding products to helping after the purchase. This makes it easier for buyers because they don’t need to connect with many different agents.

Google mentioned that UCP works alongside other protocols like the Agent Payments Protocol and the Agent2Agent protocol. Businesses can choose the parts of the UCP that fit their needs best. Soon, shoppers will see UCP used in eligible Google product listings. This will let users check out directly with U.S. retailers while they search. They can pay using Google Pay and use shipping info saved in Google Wallet, with PayPal coming soon as well.

Shopify’s CEO, Tobi Lutke, said, “This is really exciting. Agents find products you didn’t even know you wanted.” He believes this helps bring the best shopping experiences.

Additionally, Shopify introduced a new shopping tool with Microsoft Copilot to make checking out easier. Google also announced a new feature for brands to give discounts while shoppers look for recommendations. For example, if someone searches for a stylish rug for a dining room, businesses can show a special discount just for that moment.

Google is helping sellers use new data within the Merchant Center to show off their items better. Other companies, including PayPal and OpenAI, are also working to help products get noticed in AI chatbot responses. Google allows merchants to have AI-powered Business Agents on their websites to answer questions. Brands like Lowe’s, Michael’s, and Reebok are already using this tool.

Google also introduced Gemini Enterprise for Customer Experience. This is a suite to help with shopping and customer care for retail and restaurant businesses. Major companies like Google, Amazon, and OpenAI are working hard to bring AI into all parts of shopping. Recently, Adobe reported a huge increase in traffic to seller sites from generative AI during the holiday season, though it wasn’t clear how much was turned into sales.