Target is expanding its use of third-party AI through a new deal with Google, adding more ways for consumers to shop.
With the move, Target shoppers will soon be able to browse product listings and buy directly from Target on Google Gemini as well as through the main search engine in AI mode.
Target shoppers will be able to buy directly under the Universal Commerce Protocol, a new open standard for agentic commerce built by Google with co-developers including Target. UCP establishes a common language for AI agents and systems to work together. From conversational shopping in OpenAI’s ChatGPT to personalized recommendations from Target Gift Finder, the retailer noted that the UCP partnership with Google is the latest example of how it is building AI capabilities to personalize and simplify shopping.
“At Target, we’re focused on using technology to make shopping easier and more intuitive wherever our guests are,” said Prat Vemana, Target executive vice president and chief information and product officer, in announcing the deal. “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.”
Ashish Gupta, Google vice president and general manager of Merchant Shopping, added, “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. 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.”
