A Consumer Watchdog Issued a Warning About Google’s AI Agent Shopping Protocol — Google Says She’s Wrong
Google’s new AI shopping protocol faces scrutiny over “personalized upselling” claims. Here’s what consumers need to know.
Matilda
A Consumer Watchdog Issued a Warning About Google’s AI Agent Shopping Protocol — Google Says She’s Wrong
Google AI Shopping Protocol Sparks Consumer Backlash Google’s latest push into AI-powered commerce has ignited a firestorm of concern among consumer advocates—just days after the tech giant unveiled its Universal Commerce Protocol at the National Retail Federation conference. At the heart of the controversy? Allegations that Google’s AI shopping agents could use your private chat data to show you higher-priced items or even charge you more based on your profile. But is that really what’s happening—or is this a case of misunderstood features blown out of proportion? Credit: Getty Images What Is Google’s Universal Commerce Protocol? Unveiled in early January 2026, Google’s Universal Commerce Protocol is designed to let AI agents—like those in Search and Gemini—help users shop across online retailers seamlessly. The system allows merchants to feed product catalogs directly into Google’s ecosystem so AI can compare options, apply discounts, and even suggest alternatives. According to CEO Sund…