Google Gemini AI Shopping Protocol: Turning Chatbots into Merchants

Google is escalating the AI shopping wars by transforming its virtual assistant into a direct salesperson. According to The Verge, Google announced plans this weekend to turn Gemini into a merchant while launching an open-source standard in collaboration with retail giants. This move signals a major shift as OpenAI, Amazon, and Perplexity all compete to dominate the future of AI-driven commerce.

The New Google Gemini AI Shopping Protocol

At the National Retail Federation's (NRF) annual conference, Google unveiled its partnership with Shopify, Walmart, and Target. The joint effort aims to develop a protocol that streamlines how AI interacts with inventory and customer preferences. By creating an open-source standard, Google hopes to position Gemini as the central hub for the entire shopping ecosystem, allowing users to move from discovery to checkout within a single AI conversation.

Building a Retail Alliance

The alliance isn't limited to big-box stores. Etsy and Wayfair have also joined the initiative, highlighting the industry's desire for a standardized way to integrate AI. As consumers increasingly use technology to simplify their purchases, Google's strategy focuses on interoperability. This contrast with walled-garden approaches could give Google a significant edge in capturing the vast data generated by global shopping habits.