Google announced a new way to buy online: through natural language. With advances in AI (Artificial intelligence), the technology giant's proposal is to replace the typing of loose keywords with exact descriptions of the desired products. The company's CEO, Sundar Pichai, announced new Universal Commerce Protocol standard at NRF 2026, the biggest global retail event.
Through this system, intelligent assistants are responsible for the entire purchasing journey, from product discovery to payment. In addition to identifying offers and carrying out price comparisons, The new feature also completes the purchase within the same conversation. This happens because the protocol works as a common language between AI platforms and retail systems and e-commerces., allowing solutions to act integrated. Therefore, the tendency is to reduce the search for products on traditional search pages.
Over time, the model will offer a more personalized and segmented shopping experience. The new system allows the consumer to chat with the assistant providing details and specific references to the desired product. Technology queries stocks, prices, Real-time delivery times and payment terms, while checkout happens in the conversation interface itself.
Changes in digital retail
Google argues that AI will take on the role of a new online retail platform. According to the company, This transition is already happening: retail use of AI APIs grew elevenfold last year. At the same time, tools like Gemini and AI searches have increased the volume of searches carried out in a conversational format, reducing the use of filters, categories and traditional navigation.
Pichai compliant, the system monitors the change in behavior imposed by consumers themselves. “Twenty years ago, the change went to the web. Ten years later, for mobile. Now we are experiencing a reprogramming of technology”, stated. Although AI is present throughout the purchasing journey, the retailer will remain responsible for payment, delivery and customer relationship.
Major partnerships in the retail sector
The Universal Commerce Protocol has big names in American retail and e-commerce. Shopify, Etsy, Wayfair, Target and Walmart were announced as partners in the development of the protocol. During the event, Walmart was presented as a practical example of how integration between systems should work.
The partnership also includes the expansion of Wing, Alphabet's drone delivery arm, at Walmart brand locations. Coverage must reach 40 million people in the United States, being that, still in the testing phase carried out in Atlanta, half of deliveries occurred in less than 20 minutes.
