Google’s AI Mode checkout aims to reduce friction, but retailers question what it means for brand control, cross-sells, and customer data.

Here is a recap of what happened in the search forums today…

Google’s Robby Stein reiterated that Google’s AI experience, such as AI Mode and AI Overviews, integrates Google’s core search signals.

In a rare Sunday launch, Google announced new AI Mode ads named Direct Offers. Google also announced branded AI agents and a new open standard for agentic commerce it calls Universal Commerce Protocol (UCP).

In a rare Sunday launch, Google announced new AI Mode ads named Direct Offers. Google also announced branded AI agents and a new open standard for agentic commerce it calls Universal Commerce Protocol (UCP).

Google Ads has a new experiment feature for Performance Max campaigns that lets you A/B-test assets. This allows you to compare the performance of 2 different sets of assets within the same asset group to find out which creative combination works best for your Performance Max campaign.

Google announced new Business Agents, branded AI Agents, a “new way for shoppers to chat with brands, right on Search,” Google said.

Google announced new Business Agents, branded AI Agents, a “new way for shoppers to chat with brands, right on Search,” Google said.

Google announced new Business Agents, branded AI Agents, a “new way for shoppers to chat with brands, right on Search,” Google said. “It’s like a virtual sales associate that can answer product questions in a brand’s voice, enabling retailers to connect with consumers during critical shopping moments and help drive sales,” Google added.

Google Ads seems to be slowly rolling out a new Google Ads experimental feature in the Google Ads Lab section named Brand Linking. Brand linking lets you “Link customers to brands,” it reads.