Google’s UCP Lets AI Book Without Sending Users Away

Google has introduced the Universal Commerce Protocol (UCP), an open standard designed to support AI-driven commerce across conversational interfaces.

UCP allows users to discover products, complete checkout, and manage post-purchase actions directly within AI experiences such as Google Search AI Mode and the Gemini apps, without switching between websites or mobile apps.

Initial rollout will focus on eligible US product listings.

How the technology works

At its core, UCP creates a shared language that allows AI agents, retailers, and payment providers to work together.

It is designed to operate across industries and is compatible with existing standards such as Agent2Agent, Agent Payments Protocol, and Model Context Protocol.

UCP was co-developed with major commerce platforms and retailers including Shopify, Etsy, Wayfair, Target, and Walmart. It is also endorsed by more than 20 partners across payments and commerce, including Mastercard and Visa, with PayPal support planned in a future phase.

Checkout inside Google AI experiences

UCP will power a new checkout capability for eligible product listings in Google Search AI Mode and the Gemini app. Shoppers will be able to complete purchases directly while researching products.

Transactions are secured through Google Pay, using payment methods and shipping details already stored in Google Wallet.

Expansion beyond retail

While retail is the first use case, UCP is designed for any commerce involving structured offers and transactions. This includes travel bookings such as flights, hotels, and tours.

A traveler could request a combined flight and hotel option through an AI interface, compare prices, and complete the booking in one conversation.

Suppliers remain the merchant of record, retaining control over pricing, fulfillment, and customer data.

Impact on travel distribution

When Google first disclosed work on UCP in November 2025, investors raised concerns that Google could divert traffic away from online travel agencies by controlling the top of the search funnel.

Google later clarified that it does not plan to operate as an OTA. Instead, it aims to partner with existing OTAs and suppliers, enabling bookings through AI agents.

Photo by Sascha Bosshard on Unsplash