Google has announced a suite of AI (artificial intelligence)-driven features designed to help retailers keep pace with the rapidly evolving world of online shopping.
The updates, revealed at the National Retail Federation conference, aim to make shopping more conversational and seamless, marking a significant shift in how consumers discover and purchase products online.
Traditionally, shoppers have relied on keyword searches to find what they needed. Now, Google says we’re entering the era of “conversational commerce”, where AI tools guide customers through natural, chat-like interactions.
One of the headline announcements is Gemini Enterprise for Customer Experience (CX). This platform allows retailers to create their own AI agents – think of them as advanced virtual assistants – powered by Google’s Gemini models. Unlike basic chatbots, these agents can plan, reason and act independently under supervision, managing everything from product discovery to post-purchase support. The best part is that they can be deployed in days, not months.
Google is also introducing Business Agent, enabling shoppers to chat directly with brands via Google Search. This mirrors similar moves by Meta last year and reflects a growing trend, which is that customers expect instant, personalised guidance when shopping online.
Another major development is the Universal Commerce Protocol (UCP). In simple terms, this feature lets customers complete purchases directly within a chatbot conversation, without jumping through multiple systems. Payments will be processed via Google Pay or PayPal, using saved details for a frictionless experience. Retailers remain the seller of record, ensuring they maintain control while reducing abandoned carts – a common headache for e-commerce businesses.
While these tools will first roll out in the U.S., they signal a global shift toward AI-assisted shopping. Google is also testing new ad formats in AI Mode, such as Direct Offers, which allow retailers to present discounts within chat interactions, and expanding delivery partnerships to speed up fulfilment.
For business owners, this isn’t just a tech update. It’s a glimpse into the future of retail. As conversational AI becomes the norm, brands that embrace these tools will be better positioned to meet customer expectations and drive sales.
At Engage Web, we stay ahead of updates like this so that when they arrive in the UK, we and our clients are ready to take full advantage. Speak to us today to maximise your online presence and ensure your business doesn’t get left behind.
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