Google has announced a fresh set of tools and standards aimed at expanding the role of artificial intelligence in online shopping. The updates include a new open commerce protocol, a retailer chat agent, and new ad formats for AI powered search. These changes are designed to improve how people find products, interact with brands, and complete purchases across Google services. The company said most of these features will first roll out in the United States.
In a blog post, Google introduced Business Agent, a feature that allows shoppers to chat directly with retailers within Google Search. The tool works like a branded virtual assistant that answers product questions in the retailer’s own tone and style. Business Agent will go live from January 12 for select retailers, including Lowe’s, Michael’s, Poshmark, and Reebok. In the future, the company plans to add features such as training the agent with retailer data and enabling direct purchases through chat.
Google is also adding new data attributes in Merchant Centre to help retailers appear more clearly in AI driven shopping results. These include common questions, compatible accessories, and alternative product options. The company said these tools will first be tested with a small group of retailers before wider access.
On the advertising front, Google announced a new pilot called Direct Offers for AI Mode in Search. This feature lets retailers show special deals, such as 20 percent discounts, when the system detects shoppers who are ready to buy. Early trials include brands such as Petco, e.l.f. Cosmetics, Samsonite, Rugs USA, and Shopify merchants.
Another key update is the launch of the Universal Commerce Protocol, or UCP. This standard is meant to help AI agents, retailers, and payment platforms work together smoothly from product discovery to checkout and post purchase support. The protocol was developed with companies such as Shopify, Etsy, Wayfair, Target, and Walmart. More than 20 other firms, including Flipkart, Visa, Mastercard, American Express, Stripe, and The Home Depot, have also supported the initiative.
Google said the goal is to create a shared technical framework that reduces the need for separate system integrations.
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