🔥 NEW: GOOGLE IS MOVING AI FROM SEARCH TO CHECKOUT
Google has announced the Universal Commerce Protocol (UCP), an open standard developed with major retailers including Shopify, Etsy, Wayfair, Target, and Walmart, designed to let AI agents complete purchases directly inside Google Search and the Gemini app using Google Pay.
This is a structural shift, not a feature update. Discovery, decision-making, and checkout are being collapsed into a single flow where humans approve outcomes instead of executing steps. If UCP works as intended, AI doesn’t just recommend products — it transacts on your behalf.
The implications are uncomfortable for parts of the internet economy. Traditional funnels, comparison sites, and even brand-owned checkout experiences risk being abstracted away. Control over the point of sale moves upstream to whoever controls the agent, the protocol, and the payment rail.
For Google, this is about locking commerce into its AI ecosystem before competitors do. For retailers, it’s a trade-off between reach and dependency. And for users, it’s convenience at the cost of visibility into how choices are made.
This isn’t the future of ads.
It’s the future of intent — automated, delegated, and monetized at the protocol level.
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