Shoppers will soon be able to browse product listings and buy directly from Target in AI Mode in Google Search and the Gemini app, Google’s AI assistant — the latest example of how we are leveraging tech to deliver an easier, more personalized shopping experience. This new capability gives guests a fast track to purchase as they’re researching right on Google.
Consider this shopping scenario: A guest starts a conversation in AI Mode or the Gemini app — for example, “I'm getting into working out and want to be both comfortable and stylish at the gym. Help me find cute and affordable floral leggings, in a light color.” They’d then see different options to consider and purchase without having to leave the chat.
The capability comes thanks to the Universal Commerce Protocol (UCP), a new open standard for agentic commerce built by Google with co-developers including Target. UCP creates a common language for AI agents and systems to work together, creating a seamless shopping journey. Through this functionality, guests will soon be able to shop and purchase Target products using the Gemini app and AI Mode in Google Search.
“At Target, we’re focused on using technology to make shopping easier and more intuitive wherever our guests are,” said Prat Vemana, executive vice president and chief information and product officer at Target. “We’re excited to co-develop a new standard for the future of commerce with Google and others. Universal Commerce Protocol will help us bring Target’s curation and value into AI Mode and the Gemini app, making it easier for consumers to discover and purchase on-trend, design-forward products — all with an experience that feels natural, helpful and built around their needs.”
“Agentic commerce is creating a pivotal moment for retail, which will require the industry working together through standards like the Universal Commerce Protocol to solve retailer and consumer challenges,” said Ashish Gupta, vice president and general manager of Merchant Shopping at Google. “By building with partners like Target, we are creating a foundation that makes commerce more seamless and helpful for the entire ecosystem — including through a new checkout feature in AI Mode in Search and the Gemini app coming soon.”
As a co-developer of UCP, Target is taking an active role in shaping the new open standard for agentic commerce. From conversational shopping in OpenAI’s ChatGPT to personalized recommendations from Target Gift Finder, partnering with Google on UCP is the latest way Target is investing in AI technology to personalize and simplify the experience for guests, wherever they seek inspiration.