谷歌Agent杀入电商赛道：AI直接帮忙比价下单，马斯克：有意思

量子位01-13

鹭羽发自凹非寺量子位 | 公众号 QbitAI电商玩法变了。一天前，电商的标准流程是酱婶的：搜索→浏览→加购物车→结账。今天谷歌直接打通为：AI→AI→AI……All in AI。电子购物这块，谷歌算是玩明白了。（doge）CEO劈柴哥正式官宣发布谷歌版Agentic电商解决方案——从全新的协议标准UCP到面向企业的Gemini CX，AI Agent直接贯穿购物全流程。好好好，以后双十一，...

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Agent直接贯穿购物全流程。好好好，以后双十一，终于可以不用再多平台比价、领券凑满减了，解放双手做一只高贵的智能单身汪！老马也第一时间赶到评论区：Interesting！So，以后岂不是可以直接AI下单特斯拉。（期待.jpg）具体咋回事呢？下面我们一一揭晓。推出UCP协议先看谷歌此次发布的重中之重——UCP协议（Universal Commerce Protocol）。这是一个专为Agentic电商设计的开放协议，目的是为了让AI Agent、商家、电商平台彼此之间协同配合，包揽从商品发现、购买到售后的全部过程。后续将登陆Google搜索的AI模式和Gemini应用。比方说，当你想要一件老黄同款皮衣，你可以直接在对话框输入，Agent将自动调用UCP向电商平台查询相关信息，并将推荐结果反馈给你。一旦你点击确认购买，Agent将继续通过UCP接口调用商家的下单API，并使用你已授权的Google Pay完成下单。而全程你无需跳转任何网页，就可以直接坐等收货。BTW，它还会帮忙领取优惠券，保证你是最低价购买。UCP初始发布集中在结账、身份链接、订单三个核心功能上，具体来说：结账：支持复杂购物车逻辑（如多商品组合、库存联动等）、动态定价（如会员价、实时折扣）、税务计算（如跨境税率调整等），可同时兼顾中小商家与大型企业需求。身份链接：帮助谷歌在内的代理平台能够合法获取用户权限，代替完成对应操作。订单：将为用户提供订单明细，包括购买内容、交付方式，以及后续完整的配送过程更新，并支持退换货处理。UCP和现有行业协议兼容，例如Agent2Agent（A2A）、Agent Payments Protocol（AP2）、Model Context Protocol（MCP）。同时已经接入沃尔玛、Shopify、Visa等多家零售商和支付平台。后续，谷歌还将推出Business Agent，让用户可以直接在搜索中与品牌对话，类似虚拟客服的形式，帮助用户进一步了解商品详细信息。推出Gemini CX针对企业端，谷歌也同步推出了Gemini Enterprise for Customer Experience（简称Gemini CX）。它整合有谷歌最新的Gemini模型和AI技术，可帮助企业快速部署Agent，覆盖从商品发现→下单→售后服务解决→跨渠道支持的客户服务全生命周期。内载一个全新的Shopping agent，不同于简单的聊天机器人，Shopping agent可以将聊天、语音等前端界面直接连接到后端工具，包括：复杂推理能力：不仅会根据用户关键词筛选商品，还能理解用户更细致的需求（比如尺寸、耐用性、预算等）并自动筛选最符合条件的产品。多模态交互：支持文字、语音、图像、视频等多模态输入，例如用户可以拍一张手写菜谱的照片，AI能精准识别所需食材并自动添加到购物车。执行授权操作：在经过用户明确同意后，AI能直接为用户执行加入购物车、付费结账等操作。然后通过将零售过程中的碎片化需求统一进一个平台，减轻商家同时对接多个工具的负担。支持智能购物协助、商务运营、自动客服机器人等多种Agentic场景，也可自由集成在企业自己的系统中。目前麦当劳、The Home Depot都已落地使用，以优化自身的客户服务质量，满足消费者诉求。国内智能体电商进展不止谷歌，国内电商平台也同样瞄准了这一领域。典型的例如阿里巴巴，今年双十一也是淘宝天猫首次大规模应用生成式AI。一方面基于Qwen模型升级搜索和推荐引擎，利用AI驱动机制派发优惠券，为消费者优化购物体验；另一方面为商家打造AI团队，其中AI美工协助商家大规模制作营销素材，AI生意参谋可根据商家营运情况提供动态定价和库存优化等定制建议等。旗下的1688更是全面梭哈AI，最新发布跨境电商AI智能体遨虾，以“AI+供应链”为核心，协助商家完成选品、采购、上架全流程。京东在双十一期间同样向商家开放有数字人直播等二十多款AI工具，涵盖店铺管理、营销推广等多个维度。抖音也基于豆包大模型重塑了电商入口，用户只需在对话窗口询问购物问题，豆包就能精准匹配对应商品并提供跳转抖音商城的链接，直接缩短用户到购买渠道的路径。AI+万物的浪潮，已经不是口号了。参考链接：[1]https://x.com/i/trending/2010369895347650589[2]https://blog.google/company-news/inside-google/message-ceo/nrf-2026-remarks/[3]https://www.googlecloudpresscorner.com/2026-01-11-Google-Cloud-Brings-Shopping-and-Customer-Service-Together-with-Gemini-Enterprise-for-Customer-Experience[4]https://blog.google/products/ads-commerce/agentic-commerce-ai-tools-protocol-retailers-platforms/[5]https://www.alibabagroup.com/document-1915930722120499200\n\n\n海量资讯、精准解读，尽在新浪财经APP","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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