Google is redefining the future of online shopping by weaving personalised deals and instant checkout directly into its AI-powered conversations, transforming how consumers discover and buy products in real time.
Rolled out in early 2026, the update brings shopping ads and purchase tools into Google’s AI Mode and Gemini AI, allowing users to move from curiosity to checkout without leaving a chat. Instead of pushing shoppers toward links or listings, Google’s AI now listens for buying signals during conversations and responds with tailored offers — including discounts, bundles and free delivery — at precisely the right moment.
Shopping That Feels Like a Conversation
At the centre of the shift is a feature called Direct Offers, which replaces traditional ad placements with context-aware recommendations. When users ask about products, prices or comparisons, the AI surfaces relevant promotions organically within the discussion, creating a smoother and more intuitive buying journey.
The result is a shopping experience that feels less transactional and more assistive — like having a smart personal shopper embedded inside a chat.
A Full Commerce System Inside AI
Google’s ambitions go far beyond ads. The company has introduced the Universal Commerce Protocol (UCP), an open framework designed to support end-to-end shopping within AI Mode and the Gemini app. Developed with major retail partners such as Shopify, Walmart, Target, Etsy and Wayfair, UCP allows users to browse products, compare options and complete purchases without switching apps or tabs.
Payments are handled seamlessly using Google Wallet, with additional payment services expected to be added, further reducing friction between decision and purchase.
Brands Get a Digital Voice
To deepen engagement, Google has also launched Business Agent, a tool that enables brands to interact with shoppers through AI in their own tone and personality. Retailers can now answer questions, recommend products and guide users through decisions — all within the conversational interface, mirroring the experience of speaking to a knowledgeable in-store assistant.
The Rise of Agentic Commerce
Analysts see Google’s latest move as part of a growing shift toward “agentic commerce”, where AI does more than suggest products — it actively helps complete transactions based on user intent, preferences and context. Early adopters believe this model will boost conversion rates, improve customer satisfaction and reshape how brands compete for attention online.
By merging conversation, personalisation and commerce into a single AI-driven experience, Google is positioning itself at the forefront of the next evolution of digital shopping — one where buying begins not with a search bar, but with a conversation.
