Google intensifies its commitment to artificial intelligence with the development of Gemini, its advanced generative AI platform, and takes a key step in digital commerce with the launch of the Universal Commerce Protocol (UCP). This new open standard aims to revolutionize the shopping experience by allowing AI agents to manage the entire process, from product search to post-sale support. The UCP establishes a common language that facilitates interoperability between AI agents, consumer platforms, businesses, and payment systems. For its development, Google has closely collaborated with retail industry leaders such as Shopify, Etsy, Wayfair, Target, and Walmart, and has gained support from over 20 leading companies, including Adyen, American Express, Best Buy, Flipkart, Macy’s, Mastercard, Stripe, The Home Depot, Visa, and Zalando. One of the first applications of the UCP will be the integration of a direct payment function in product listings within the 'AI Mode' of search and in the Gemini app. This will allow users to complete purchases at selected U.S. stores using Google Pay and, soon, PayPal, leveraging the security and convenience of payment methods and addresses stored in Google Wallet. Google emphasizes that retailers will remain the official sellers and can customize the integration according to their needs, enabling them to capture more sales and reduce cart abandonment. In the coming months, the company plans to expand the initiative globally and add features such as related product recommendations, loyalty rewards applications, and personalized shopping experiences. The protocol will also allow businesses to adjust prices for new customers, offer loyalty programs, and present special offers based on previous purchases. Additionally, Google has launched Business Agent, a tool that facilitates the creation of virtual agents capable of interacting with customers in real-time through the search engine, acting as personalized sales assistants. This service is already available in stores like Lowe’s, Michael’s, Poshmark, and Reebok, allowing businesses to train the agent with their own data, access customer analytics, display related products, and enable direct purchases. On another note, Google is testing a new 'Direct Offers' feature in its 'AI Mode' ads, allowing advertisers to display exclusive discounts, such as 20% off, to ready-to-buy users. Initially focused on discounts, the feature will expand to include other incentives like free shipping or special bundles. Brands already participating in this pilot include Petco, elf Cosmetics, Samsonite, Rugs USA, and Shopify merchants.