Alphabet Inc Class CGoogle's Rethink ROI summit showcased new conversational Shopping Graph attributes, Universal Commerce Protocol, and Universal Cart framework for agentic commerce.
Google's Rethink ROI summit in New York spotlighted a widening gap between rapid AI-driven shopping discovery and merchant payment systems that cannot yet complete agent-initiated transactions. The platform's new conversational attributes let retailers feed structured data, including FAQ, compatible accessories, and substitutes, directly into the Shopping Graph, and in early testing with Lululemon, brand-supplied attributes were incorporated into AI Mode recommendations 50% of the time. Demand for such tools is backed by Adobe Analytics data showing an 805% year-over-year increase in AI-driven traffic to retail sites during Black Friday 2025, while Salesforce Cyber Week data confirms retailers with integrated AI agents grew sales 32% faster than those without, and Adobe found those shoppers are 38% more likely to convert. That traffic, however, is colliding with a payment readiness deficit: the TLT LLP Retail Agility survey of the top 100 UK retailers found that while 49% are investing in agentic AI, only 15% say their payment systems are prepared for agent-initiated transactions. Google is attempting to standardize the transaction layer through the Universal Commerce Protocol and the Universal Cart framework, which aim to enable persistent, cross-platform shopping carts across Search, YouTube, and Gmail, and with a 10-week horizon to Black Friday 2026, the next two months will determine which brands move from discovery-focused AI to transaction-ready agentic commerce.
Alphabet Inc Class CGoogle's Rethink ROI summit showcased new conversational Shopping Graph attributes, Universal Commerce Protocol, and Universal Cart framework for agentic commerce.
Adobe Systems IncorporatedAdobe Analytics data cited showing 805% YoY rise in AI-driven retail traffic and 38% higher conversion supports demand for AI shopping tools.
Salesforce.com IncSalesforce Cyber Week data cited showing retailers with integrated AI agents grew sales 32% faster, supporting demand for agentic commerce tools.
Lululemon Athletica Inc.Lululemon's brand-supplied attributes were incorporated into AI Mode recommendations 50% of the time in early testing.