该公司在周三致广告圈的信函中表示，其谷歌搜索的AI模式正在测试新型广告格式，允许零售商及其 他广告商在此展示商品。谷歌表示，用户现可在Gemini内直接购买Etsy和Wayfair的商品。AI模式新增 的"Direct Offers"功能将允许品牌向潜在购物者提供折扣。 "我们不仅将广告引入搜索引擎的AI体验，更在重塑广告的本质，"负责广告与商业业务的谷歌副总裁 Vidhya Srinivasan表示。 随着消费者逐渐养成使用AI的习惯，科技公司正致力于通过聊天功能创造收益，而不仅仅是销售订阅 服务。广告和商业服务将为AI公司计划投入基础设施建设的数十亿美元资金提供支持。谷歌、亚马 逊、Meta Platforms Inc．和微软的支出预计将在2026年达到创纪录的6500亿美元。 责任编辑：李桐 谷歌正在新增一种功能，让消费者在搜索引擎和其Gemini聊天机器人中获取人工智能驱动的答案时，可 以直接购买商品。这是其整体计划的一部分，旨在更直接地从用户使用人工智能的过程中实现变现。 该公司在周三致广告圈的信函中表示，其谷歌搜索的AI模式正在测试新型广告格式，允许零售商及其 他广告商在此展示商品。谷歌表示，用户 ...

Core Insights - Google aims to establish the Universal Commerce Protocol (UCP) as an industry standard for AI tools in retail, facilitating a unified shopping experience from discovery to payment [1][6] - The e-commerce sector is becoming a competitive arena for generative AI, with Google competing against OpenAI, Perplexity, and Amazon for consumer engagement [2] Group 1: Universal Commerce Protocol (UCP) - UCP is designed to allow retailers to utilize AI agents and systems without the need to develop their own tools, promoting efficiency and integration across various functions [1][6] - The protocol was co-developed with major companies like Shopify, Etsy, Wayfair, and Target, and will support a new checkout feature in Google's AI Mode or Gemini App [6] Group 2: Competitive Landscape - OpenAI has introduced Instant Checkout, enabling purchases through ChatGPT, which may compete with UCP [3] - Perplexity is collaborating with PayPal to facilitate direct purchases within its chat platform, indicating a trend towards integrated shopping experiences [4] - Amazon's "Shop Direct" feature allows consumers to browse and purchase items from other brands directly on its platform, showcasing its competitive strategy [5] Group 3: Consumer Engagement and Advertising - Google has launched a feature called Business Agent, enabling shoppers to interact with brands in a conversational manner, reflecting a shift towards conversational commerce [7] - The company is testing "Direct Offers," allowing retailers to provide unique discounts based on user intent, enhancing the advertising ecosystem [8]