AI-powered shopping is entering a new era as Google makes a bold and unexpected move in the global retail space. With the launch of Gemini 3 and a deepening partnership with retail giant Walmart, Google is signaling a major shift away from traditional online shopping toward intelligent, assistant-driven commerce experiences.
Google’s AI chatbot Gemini, which initially had a slow start, is now rapidly gaining momentum. Its growing user base and strong performance in benchmark rankings have turned it into one of the most serious competitors to OpenAI’s ChatGPT. Now, Google is taking things a step further by integrating Gemini directly with Walmart and Sam’s Club, two of the world’s largest retail platforms.
Personalized shopping powered by AI
Through AI-powered shopping, users searching for products via Gemini will receive recommendations based on their past Walmart and Sam’s Club purchases. When users connect their Walmart accounts, these suggestions become highly personalized, reflecting individual shopping habits and preferences.
Another striking feature is delivery speed. According to Google, selected Walmart products can be delivered within 30 minutes to 3 hours, blurring the line between online shopping and instant retail. This level of convenience shows how AI-powered shopping is redefining consumer expectations.
Walmart CEO John Furner describes this collaboration as a transition “from classic web or app-based searches to AI-driven shopping.” The discovery-focused shopping trend popularized by TikTok Shop, Instagram Shopping, and live commerce platforms is now evolving further with artificial intelligence at its core.
Gemini 3 marks a turning point for Google
Google introduced Gemini 3 in November, challenging its long-standing image as a slow-moving tech giant. The new model received positive feedback from both users and industry experts, and the announcement even boosted Google’s stock performance.
One of Gemini’s biggest strengths lies in its integration with Google’s vast ecosystem, including Search, Android, Workspace, and Google TV. This ecosystem advantage allows AI-powered shopping to reach users across multiple platforms without friction.
Universal Commerce Protocol: a new global standard
At the National Retail Federation (NRF) conference, Google announced a new open standard called the Universal Commerce Protocol (UCP). This protocol is designed to make AI-powered shopping seamless from product discovery to post-purchase support.
Developed in collaboration with companies such as Shopify, Etsy, Wayfair, Target, and Walmart, UCP allows AI agents to work together across the entire customer journey. Instead of building separate integrations for every step, businesses can now rely on a unified structure.
Google also confirmed that UCP works alongside other agent-focused standards such as Agent Payments Protocol (AP2), Agent2Agent (A2A), and Model Context Protocol (MCP), offering flexibility for developers and retailers.
Buy directly from Google Search and Gemini
One of the most significant changes coming with AI-powered shopping is direct purchasing. Google announced that UCP will soon be available in AI-powered search results and Gemini apps for U.S.-based retailers.
This means users will be able to research and buy products without leaving the search interface. Payments will be handled through Google Pay, while shipping details stored in Google Wallet will be filled in automatically. Google also confirmed that PayPal support will be added soon.
Smarter discovery and instant discounts
Shopify CEO Tobi Lütke highlighted another key benefit of AI-powered shopping: unexpected discovery. According to Lütke, AI agents can surface products users might never actively search for but are likely to appreciate based on their interests. These moments of surprise often drive the highest value in commerce.
Google is also enabling brands to offer instant, personalized discounts during AI-powered searches. For example, a user describing a specific need may receive a real-time promotional offer tailored just for them.
To support this, Google is expanding Merchant Center with new data fields, making products more visible across AI-driven search surfaces. Companies like PayPal and OpenAI are also working on similar discovery tools within AI chatbots.
Brand-specific AI agents and customer experience
Google is allowing merchants to create brand-specific AI-powered Business Agents that integrate directly into Google Search. Brands such as Lowe’s, Michael’s, Poshmark, and Reebok have already adopted this technology.
In addition, Google introduced Gemini Enterprise for Customer Experience (CX), a solution designed for retail and restaurant businesses. This package brings shopping and customer service together under one AI-driven system, improving efficiency and user satisfaction.
The future of retail is AI-driven
From Google and Amazon to Walmart and OpenAI, major tech and retail players are racing to integrate artificial intelligence into every stage of shopping. AI-powered shopping is no longer a concept of the future; it is becoming the new standard for digital commerce.
As intelligent assistants, universal protocols, and instant payments converge, the way people discover, buy, and interact with brands is undergoing a fundamental transformation.