Google rolls out UCP-powered checkout in AI Mode and Gemini

Google is rolling out UCP-powered checkout that allows shoppers in the U.S. to complete purchases directly inside AI Mode in Search and the Gemini app. The update was announced by Google VP of Ads and Commerce, Vidhya Srinivasan, in her third annual letter outlining the company’s expectations for digital advertising and commerce in 2026. According to Srinivasan, the first live retail integrations include Etsy and Wayfair.

Universal Commerce Protocol was introduced in January to connect AI agents and retailers across the full shopping journey. At the time, Google said the protocol would enable in-chat checkout and support a new buying experience on eligible product listings inside its AI surfaces. Now, Google says that experience is beginning to reach users. According to Srinivasan, Google is working with Shopify, Target, and Walmart on UCP integrations, with those partnerships coming soon.

The rollout comes as AI agents are moving beyond answering questions to handling comparison, selection, and payment steps. Agentic checkout is now live across major AI platforms, including ChatGPT, Microsoft, and Perplexity. 

Each platform is taking a different approach to checkout and data control, aiming to generate revenue from conversational products beyond subscriptions.

Early signals from live testing

Early testing shared in a LinkedIn post suggests the experience is already appearing in Wayfair free listing results, where a “Buy” button shows on product cards and enables purchases directly from search. However, visibility of the “Buy” CTA appears to depend on account status. Users must be signed in to a Google account to see the button on free listings.

Since the experience requires a signed-in account, payment credentials are often already stored with Google Pay, creating a near one-click purchase flow. This contrasts with ChatGPT’s Instant Checkout, which can involve additional steps before payment is completed. Initial signals also indicate that the feature is not restricted to Labs-only environments.

New ad formats in AI Mode

Alongside checkout, Google is testing product ads in AI Mode Search. The company began testing ads in AI Mode in the U.S. last month. These ads show product placements labeled as “sponsored” alongside AI-generated answers.

Google continues to pitch ads as a core part of AI Mode. Srinivasan says Google is testing a new ad format that showcases retailers offering products mentioned in AI responses. According to her, these formats will appear at key moments of consideration. The company is also testing similar ad formats outside retail, including travel.

Google is also pushing Direct Offers inside AI Mode. The company launched Direct Offers in January as an ads pilot that shows verified discounts to high-intent shoppers inside AI Mode shopping results. Srinivasan said Google plans to expand these offers beyond price discounts to include loyalty benefits and product bundles.

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