---
id: "entity-google-d3"
type: "entity"
entityType: "organization"
canonicalName: "Google"
aliases: ["Google AI Mode", "Gemini"]
canonical_url: "google.com"
source_timestamps: ["¶3", "§ The Technology Stack That Makes Agents Real Buyers", "§ What Comes Next: Competing for an AI Customer's Preference"]
tags: ["ai-platform", "protocol-developer", "payments"]
related: ["concept-commerce-protocols"]
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-tier2-05-market-to-ai-customer"
sourceUrl: "https://hbr.org/2026/06/how-do-you-market-to-an-ai-customer"
sourceTitle: "How Do You Market to an AI Customer?"
---
# Google

Developer of the **Gemini** AI and the **Universal Commerce Protocol (UCP)** — an end-to-end protocol allowing AI agents to buy and sell (see [[concept-commerce-protocols]]). Unlike [[entity-openai-d5]], Google is still **pushing for in-chat agentic checkout via Google Pay**, presenting the open question of whether platforms or retailers will ultimately own the checkout experience (see [[question-google-in-chat-checkout]] and the tension in [[claim-checkout-belongs-to-retailer]]).

*Enrichment note (canonical: google.com):* Google's commerce blog introduces UCP as "a new open standard for agentic commerce that works across the entire shopping journey — from discovery and buying to post-purchase support," establishing "a common language for agents and systems." UCP is positioned as more **multi-agent / protocol-agnostic** than ACP, and explicitly enables users to "buy from eligible merchants **without leaving Google**" — directly contradicting the notion of a stable industry consensus that checkout belongs to the retailer. Google also fields a Search-embedded conversational "Business Agent" that lets shoppers chat with brands in the brand's voice.