The new era of agentic commerce is here

The new era of agentic commerce is here.

At #GML2026, Vidhya Srinivasan, Google’s VP/GM of Ads & Commerce, shared how we’ve been building the foundation for what comes next—a world of agentic commerce that works for 𝘺𝘰𝘶.

Some of the news from mainstage:

🔹 𝗜𝗻𝘁𝗿𝗼𝗱𝘂𝗰𝗲𝗱 𝗻𝗲𝘄 𝗨𝗖𝗣-𝗽𝗼𝘄𝗲𝗿𝗲𝗱 𝗳𝗲𝗮𝘁𝘂𝗿𝗲𝘀 𝗮𝗰𝗿𝗼𝘀𝘀 𝗚𝗼𝗼𝗴𝗹𝗲
We co-developed the Universal Commerce Protocol (UCP) to power the new 𝗨𝗻𝗶𝘃𝗲𝗿𝘀𝗮𝗹 𝗖𝗮𝗿𝘁. This intelligent new hub allows customers to seamlessly add products to their cart while browsing Search, chatting with the Gemini app, watching YouTube, or reading Gmail

🔹 𝗦𝗰𝗮𝗹𝗶𝗻𝗴 𝗮𝗻𝗱 𝗲𝘅𝗽𝗮𝗻𝗱𝗶𝗻𝗴 𝗼𝘂𝗿 𝗨𝗖𝗣 𝗶𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻𝘀
We’re starting to bring the power of UCP to your ad campaigns. Soon, when brands who’ve integrated UCP show exclusive promotions with 𝗗𝗶𝗿𝗲𝗰𝘁 𝗢𝗳𝗳𝗲𝗿𝘀 or run Shopping ads on YouTube with product feeds on Demand Gen campaigns, people can easily buy on the spot.

🔹 𝗛𝗲𝗹𝗽𝗶𝗻𝗴 𝘀𝗵𝗼𝗽𝗽𝗲𝗿𝘀 𝗱𝗶𝘀𝗰𝗼𝘃𝗲𝗿 𝘆𝗼𝘂𝗿 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗶𝗻 𝘁𝗵𝗲 𝗔𝗜 𝗲𝗿𝗮
The new AI performance insights tool in Merchant Center gives you a clear view into how your brand is performing on AI surfaces by comparing your share of voice against similar brands. It's rolling out in Australia, Canada, India, New Zealand and the U.S. in the coming months.
Learn more → https://goo.gle/49cYe8c

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