‼️Google Announces Four More Agentic Commerce Features at Google Marketing Live 🚀

Let's dig in and analyze: 1) Conversational Attributes, 2) Merchant AI Performance Insights, 3) UCP Category Expansion and 4)Universal Carts in Ads 🧐

Sorry to pummel your inbox/notifications so much in the last 24hrs, one last Google I/O/GM! There’s just one more post hitting this time tomorrow then we’ll peace out until next week, promise! (Editor’s note: unless some really earth shattering news hits which can happen at any time these days!).

Don’t miss our previous Google I/O coverage which this builds on:

• Google Announces Universal Cart here.

• Our awesome interview with Suresh (Senior Director of Product, Consumer Shopping) here.

2026 Google Marketing Live (5/20/26) Drops More Agentic Commerce News, Let’s Dig In!

Today Google is announcing four more Agentic Commerce news items. Let’s just jump right into these.

1: Conversational Attributes

If you remember our Agentic Commerce Optimization framework (above), we introduced a best practice of not only beefing up your current attributes (steps 3/4/5) but also expanding your existing attributes (step 6). Well today Google formalized that by announcing support for what they call Conversational Attributes. Think of this as a supplemental datafeed you can send to GMC in addition to your core attributes that enhances what the buyer may want to know about your products. Examples here could be: What occasion is it optimal for, what does it pair well with, what does

I’m excited by this one because Google is helping Merchants break out of keyword jail and laying down a very clear breadcrumb trail that product-level storytelling is where we’re going. I imagine this is just the start.

Want to learn more? Check out this Google Merchant Center help article here.

2: Shoppable YouTube Ads Fueled by UCP and Datafeeds?!

Long-time readers know I love datafeeds! And this is a really cool marriage of UCP/Universal Cart/ads and datafeeds. Honestly it feels like with the right content and an expansion into pulling in influencers, this could give Tiktop shops a run for the money. Here’s a video showing an example of an Etsy video that has this turned on.

In the video, which is an ad, we see a bunch of gift ideas. Under the video is shoppable products that match the items that are recommended in the video. The user clicks on the “Monstera Tote Bag” and directly from the Youtube video ad enters the Universal Cart and buys the item with one click. Serendipitous commerce at it’s finest and now we know one example of Universal Cart on the YouTube surface!

3: AI Performance Insights

For the merchants out there frustrated at the lack of visibility into everything happening our soon-to-be zero-click World, Google has an answer. In Google Merchant Center, there’s a new AI Performance Insights section detailed here:

You can see lots of goodies in this short video, I’m looking forward to spending more time with this puppy today in one of the hand’s on sections and will report more on it as I’m sure every brand and retailer I know can’t wait to get their hands on this one:

• Share of voice

• Competitor’s average share

• Funnel performance across Discovery→Evaluation→Purchase (I prefer Research→Find→Buy but close enough!)

There’s even some sub-context like ‘did they search for product specs or user reviews, did they compare products, etc.’ and what are some terms (keyword jail!) people are using - this one I’m pretty skeptical about, but will reserve judgement until I see it IRL.

4: Expansion of UCP to Food and Travel Industries

Finally, less relevant to this audience, but highlights my theory about Amazon’s threat being the horizontal-ness of Agentic Commerce, Google is expanding the UCP tent to include Food and Travel companies and announced the addition of a whopping 14 new logos to the already busting-at-the-seams UCP partners logo slide(s)→

Open Questions from GIO and GML

Finally, as I spend time today at GML, I’m chasing down answers to the questions from yesterday, plus I’m sure there will be more added to the list from today’s additional four big items:

1. Googlers talk about Universal Cart being available on surfaces like Gmail and YouTube - what’s that actually look like IRL? What are the use cases that merchants can think about and start experimenting with?

2. Universal Cart is coming this Summer - that’s typically June/July/August - that’s a long window in AI-time, early/mid/late Summer?

3. I haven’t heard Google, at least the Agentic Commerce team, talk about AG2 in a while, and suddenly it popped back up in the context of the new consumer agent called Gemini Spark. What’s that all about that.

4. Loyalty (via identity linking) was part of the UCP features announced back on March 19th (details here) but kind of missing here? Even though if you read Vidhya’s blog post very carefully it says that Universal Cart uses “loyalty information”, but it’s not like the Copilot UCP-based loyalty linkage we saw with Target back on April 22 (here if you missed it).

5. (new) Will Conversational attributes grow over time, any other product-level storytelling you see coming to UCP/Gemini?

Sneak Preview of GML

We have two special interviews planned to record later today we’ll release tomorrow, stay tuned.

Also here’s the map of the pavilion/festival area→

If yesterday’s Google I/O was a theme park for nerds, this is a circus for digital marketers. I’ve seen 10 signs with ROAS, PMAX and Agentic Commerce on them. LETS GO! 🧐🎸

I’m particularly interested in the ‘Think’ section -notice 👀 the “Product Bar/Retail and “Retail in the AI Era” sections - I’ll be logging a good bit of time there ;-)