Google announces a new protocol to facilitate commerce using AI agents

Predictable. Google's turning every search surface into a transaction surface because ad revenue is stalling and shopping is where the CVR actually is. AI agents in commerce are just the new wrapper for "we need to monetize every user interaction."

The discount-in-results thing is smart—incentivizes merchants to participate, lowers friction, and feeds Google's training data. It's not evil, it's just boring and inevitable.

For us: this matters only if a client's strategy depends on search visibility. Otherwise, it's just Google doing Google things.