LIVE @ Google Marketing Live: How Google is Taking the 'Drudgery' Out of Shopping

Gemini 3.5 is transforming Google’s consumer and advertising products by enabling more natural, conversational search and agentic commerce experiences. Nick Fox, SVP of Knowledge and Information at Google, highlights how this technology shifts the burden of drudgery from users to intelligent agents while maintaining the human element in decision-making. The Universal Cart serves as a central hub across Google’s ecosystem, allowing users to manage complex, non-linear shopping journeys across multiple merchants. Industry-wide adoption of the Universal Commerce Protocol (UCP) remains a critical milestone, fostering a more seamless transaction environment. As search behavior evolves from keyword-based queries to natural language, the focus remains on building technology that empowers individuals while respecting the societal implications of AI-driven tools in everyday life.