Google Deploys AI Shopping Agents for Retail Sector, Introduces Universal Commerce Protocol

Alphabet's Google has launched Gemini Enterprise for Customer Experience, a suite of AI tools designed to empower retailers with customized shopping assistants and support systems. Early adopters include industry heavyweights Lowe’s, Kroger, and Papa Johns, who are leveraging these agents for product discovery, comparison, and order processing.

The tech giant simultaneously unveiled the Universal Commerce Protocol (UCP), an open-source framework developed in collaboration with Shopify, Etsy, Wayfair, and Target. This standardized system enables AI agents to manage the entire shopping journey—from discovery through checkout—while giving retailers autonomy over customer interactions rather than relying on third-party chatbots.

Google is also piloting Direct Offers, an advertising feature that surfaces discounts when chatbot users exhibit purchase intent. The announcements, made at the National Retail Federation's annual event, signal Google's strategic push into specialized retail AI solutions.