Google has announced significant advancements in AI-powered retail at the National Retail Federation (NRF) annual conference, focusing on enhancing the online shopping journey. A key introduction is the Universal Commerce Protocol (UCP), an open standard designed to facilitate 'agentic commerce.' This protocol will enable direct checkout within Google's AI Mode in Search and the Gemini app, allowing consumers to complete purchases without leaving Google's platform, utilizing Google Pay and with PayPal support coming soon. The UCP was co-developed with major industry players like Shopify, Etsy, Wayfair, Target, and Walmart, and has garnered endorsement from over 20 additional companies, including prominent payment providers. Alongside the UCP, Google has launched 'Business Agent,' a new feature that integrates branded AI chat directly into Search results. This acts as a virtual sales associate, providing instant answers to product questions in a brand's specific voice. It commenced operations on January 12 with initial partners such as Lowe's, Michael's, Poshmark, and Reebok. Furthermore, Google Cloud unveiled Gemini Enterprise for Customer Experience (CX), an AI suite built on advanced Gemini models to unify shopping and customer service touchpoints, streamlining the entire customer lifecycle from discovery to post-purchase support. Google is also piloting 'Direct Offers,' an advertising feature allowing retailers to present exclusive discounts directly within AI Mode to high-intent shoppers. These innovations are currently being rolled out to eligible U.S. retailers, with strategic plans for future global expansion. The moves signify Google's deepening commitment to transforming online retail through AI, aiming for more seamless and personalized shopping experiences.