As the online shopping process evolves, Google is looking to help retailers tap into the latest era of AI-assisted discovery, and maximize sales opportunities via AI-assisted means.
This week, at the National Retail Federation conference, Google has announced a range of AI-based features for retailers that are designed to provide more connection opportunities in the era of conversational commerce.
Because as Google notes, online shopping is changing:
“Google Search has always been an important starting point for shopping on the web. Now, with AI Mode, we’re seeing these journeys move from keywords to natural conversations. It’s a fundamental shift. While you once had to sort through pages of results, AI can do the hard work of narrowing down exactly what you’re most interested in buying.”
To help brands align with this, Google has announced a new Gemini Enterprise for Customer Experience, which will enable retailers to build their own, catalog-specific AI agents.
As you can see in these example screens, retailers will now be able to build their own AI tools, on the back of Google’s Gemini models, to help guide users via conversational queries.
“Powered by our most advanced Gemini models, Gemini Enterprise for CX introduces new pre-built and configurable agents that can be deployed in days, not months, capable of managing the entire customer lifecycle – from initial product discovery to autonomous post-purchase resolution. These agents are much more than simple chatbots answering questions: They can independently plan, reason, and act on your behalf, under your supervision.”
These chatbots will live on the brand’s website, while Google’s also rolling out Business Agent, which will enable shoppers to chat with brands via Google Search.
Meta launched similar last year, enabling businesses to build their own AI agents in order to align with evolving shopping behaviors. Which could become an essential, as more people get more accustomed with conversational discovery, and guidance from AI tools.
Google’s also rolling out its Universal Commerce Protocol (UCP), which will enable direct purchasing from chatbot experiences.
As you can see in this sequence, this process will enable searchers to discover and purchase an item within a single stream, as opposed to having to connect to different systems for each process.
“Shoppers can buy confidently with Google Pay using payment methods and shipping info already saved in Google Wallet and soon, will be able to make a purchase with PayPal. Retailers remain the seller of record, with the ability to customize the integration to their specific needs, all while helping to capture sales and avoid abandoned carts.”
That will streamline the AI-assisted shopping process, further advancing Google’s agentic efforts.
Google says that UCP will first be made available to shoppers in the U.S., before an expanded roll out.
Google’s also expanding its delivery partnerships to provide expanded access to delivery services in the U.S., while it’s also testing more ad types in AI Mode, including Direct Offers, which will enable retailers to offer discounts within AI chat.
Some handy tools, which will help to guide retailers into the next era of online commerce.
And again, with more and more people chatting with AI agents, this is becoming the norm, and big brands in particular may need to add their own AI agents to keep up.
