Google brings AI to personalised shopping
AI and agentic protocols are transforming shopping, offering personalised experiences while helping retailers manage the full customer journey.
Google is working with major retailers to use AI in guiding customers from product discovery to checkout. The company has launched the Universal Commerce Protocol, an open standard for seamless agentic commerce that keeps retailers in control of customer relationships.
The Universal Commerce Protocol works with existing systems and partners, including Shopify, Etsy, Wayfair, Target, and Walmart.
Customers can receive personalised offers, loyalty rewards, and recommendations in Google Search or Gemini, completing purchases via Google Pay without leaving the platform.
To support retailers, Google has launched Gemini Enterprise for Customer Experience, which unifies search, commerce, and service touchpoints across all channels.
Early partners, such as The Home Depot and McDonald’s, are already utilising AI-powered agents to enhance service, provide proactive recommendations, and improve customer engagement.
Logistics also feature prominently, with Wing expanding delivery capabilities alongside Walmart, doubling operations in existing markets, and rolling out to Houston, Orlando, Tampa, Charlotte, and other cities.
Google aims to create an end-to-end shopping ecosystem where AI, agentic protocols, and seamless delivery elevate both customer and retailer experiences.
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