Google just set its AI apart, and it will change the way you shop

Google has launched a new way to shop using its Gemini AI assistant. The company revealed a system called Universal Commerce Protocol, or UCP, which lets people find products, buy them, and get help after purchase, all in one place. More than 20 major retailers and payment companies have already agreed to use this new standard.

According to Digital Trends, the new feature works inside Google Search’s AI Mode and the Gemini app. When you search for something like “bag with a leather strap and a silver chain,” Google will show product suggestions. Each listing will have a buy button that takes you straight to checkout, where you can pay using Google Pay.

You won’t need to leave Google’s platform to complete your purchase. If you don’t have an account with the seller, you can sign up instantly using your Google Account. Your payment details and shipping address will automatically come from Google Wallet, making the whole process faster.

This puts Google in direct competition with Amazon and ChatGPT

AI-powered shopping has become the latest trend in online retail. ChatGPT added a shopping feature in April last year and followed up with a shopping research tool in November. Amazon introduced conversational shopping through its Rufus chatbot and the new Alexa+ assistant. Microsoft also recently added a shopping and checkout system to Copilot. Google’s new move puts it in direct competition with these tech giants for control of the AI shopping market.

Google’s approach involves working with many different retailers at once. The company developed UCP together with major players like Shopify, Etsy, Wayfair, Target, and Walmart. Other big names supporting the system include Best Buy, Macy’s, The Home Depot, Flipkart, and Zalando. 

This expansion follows other recent Google improvements, including Gmail’s new email writing assistance. The wide retailer support gives Google an advantage over competitors who rely on their own marketplaces.

Payment processors are also joining in. Adyen, American Express, Mastercard, Stripe, and Visa have all endorsed the new protocol. Google plans to add PayPal payment options in the future as well. The service is available starting today and works worldwide. 

Google is also working on adding loyalty point rewards that you can earn and use through this new shopping experience. Everything happens inside the Gemini mobile app or AI Mode in Google Search on desktop. The tech giant continues rolling out features, recently introducing Gboard’s updated typing sensitivity controls.