谷歌新商务框架加剧“智能购物代理”竞争热度。
内容总结：
谷歌推出全新商业框架“通用商务协议”，旨在通过人工智能技术进一步简化在线购物流程，提升消费体验。该协议包含三项核心AI功能：面向消费者的智能结账服务，支持用户在谷歌搜索内直接购买合作零售商的商品，初期接入Google Pay并即将兼容PayPal；面向商家的“商业助手”功能，可模拟品牌专属话术解答产品咨询，劳氏、米切尔手工超市等品牌已首批接入；以及“定向优惠”功能，允许广告主向意向消费者推送专属折扣。
该协议已与Shopify、Etsy、沃尔玛等零售巨头共同开发，并获梅西百货、Stripe、Visa等产业链企业支持。谷歌表示，该框架兼容现有行业协议，通过整合搜索引擎、零售商与支付系统，将实现从商品发现、交易完成到售后支持的全流程智能化升级。
中文翻译：
谷歌新推出的商业框架为"智能代理购物"添柴加火
通用商业协议引入三大AI新功能，旨在降低在线购物摩擦
为突破消费主义边界，谷歌近日推出名为"通用商业协议"的全新开放式智能代理购物标准。简而言之，该框架通过整合AI智能体与在线购物平台，助力消费者更便捷地完成购物。
依托该协议，谷歌推出三项在线购物新功能。首先，谷歌AI模式将新增结账功能，允许消费者在谷歌搜索界面直接购买符合条件的美国零售商商品。目前该功能支持谷歌支付，未来将兼容PayPal并拓展关联商品推荐、积分兑换等能力。
面向商户端，该协议同步推出"商业代理"功能，谷歌将其描述为"能以品牌专属声线解答产品问题的虚拟销售助理"。该功能将于明日上线，首批合作商户包括劳氏、米歇尔手工艺品、Poshmark二手平台、锐步等品牌。针对零售商的"定向优惠"功能也将同步推出，该功能允许谷歌广告主"在AI模式中直接向意向购买者展示专属优惠"，并与谷歌正在测试的AI模式广告协同运作。
通过该协议，谷歌搜索、零售商与支付服务商将形成合力，在商品选购、交易完成及售后支持等环节全面提升在线购物体验。谷歌表示，该协议兼容现有行业标准，包括智能体交互协议、代理支付协议及模型上下文协议等。该协议由谷歌与Shopify、Etsy、沃尔玛等行业巨头共同开发，并已获得梅西百货、Stripe支付、Visa等商业生态企业的广泛支持。
英文来源：
Google's new commerce framework cranks up the heat on 'agentic shopping'
The Universal Commerce Protocol introduces three new major AI features meant to reduce friction when online shopping.
To further push the limits of consumerism, Google has launched a new open standard for agentic commerce that's called Universal Commerce Protocol (UCP). In brief, it's a framework that combines the power of AI agents and online shopping platforms to help customers buy more things.
Thanks to the introduction of UCP, Google is offering three new online shopping features. To start, Google's AI mode will have a new checkout feature that allows customers to buy eligible products from certain US retailers within Google Search. Currently, this feature works with Google Pay, but it will soon add PayPal compatibility and incorporate more capabilities, like related product discovery and using loyalty points.
On the merchant side, the UCP also established the Business Agent feature, which Google said will be "a virtual sales associate that can answer product questions in a brand’s voice." The Business Agent will launch tomorrow with early adopters including Lowe’s, Michaels, Poshmark, Reebok and more. Also for retailers, the UCP is responsible for the new Direct Offers feature, which lets companies advertising with Google to "present exclusive offers for shoppers who are ready to buy, directly in AI Mode." The Direct Offers feature will work in tandem with the ads in AI Mode that Google is testing.
With UCP, Google Search, retailers and payment processors are joining forces to make online shopping even easier, whether it's figuring out what product to buy, completing the purchase or offering "post-purchase support." According to Google, UCP is compatible with existing industry protocols, like Agent2Agent, Agent Payment Protocols and Model Context Protocol. UCP was even co-developed with industry giants like Shopify, Etsy and Walmart, and was endorsed by even more companies in the commerce ecosystem, including Macy's, Stripe, Visa and more.