Arming retailers with the power of Agentic AI, Google has launched the Universal Commerce Protocol (UCP), which allows retailers to set up relevant offers to feature in their campaign settings. UCP will also introduce a new checkout feature for eligible Google product listings in AI Mode in Search and the Gemini app, allowing shoppers to check out from selected retailers as they research on Google. Google is testing “Direct Offers,” a new Google Ads pilot designed to help retailers connect with shoppers who use AI for product discovery and seek value. It works in tandem with existing industry protocols such as Agent2Agent (A2A), Agent Payments Protocol (AP2), and Model Context Protocol (MCP). Google says UCP was co-developed with industry leaders, including Shopify, Target, Walmart, and endorsed by ecosystem players like American Express, Flipkart and Mastercard.

Source: The Hindu January 12, 2026 05:44 UTC