Pine Labs Partners with Google Cloud to Advance Agentic Commerce in India
Pine Labs Partners with Google Cloud in a strategic collaboration aimed at helping Indian merchants participate in the emerging world of agentic commerce, where AI agents can discover products, compare options and increasingly complete purchases on behalf of consumers.
Announced on September 24, 2026, the partnership combines Pine Labs’ merchant commerce and payments infrastructure with Google Cloud’s AI and data capabilities. The companies said the initiative will focus particularly on helping small and medium-sized businesses access AI-powered tools for sales, marketing, payments and merchant operations.
Pine Labs and Google Cloud Target Indian Merchants
The collaboration is designed around a changing digital-commerce environment in which consumers can increasingly rely on AI agents to search for products and make purchasing decisions.
For merchants to participate in this ecosystem, their product catalogues need to be readable by AI systems, inventory information needs to remain accessible and transactions need to be capable of being completed through automated commerce flows.
Pine Labs and Google Cloud said their partnership is intended to provide this infrastructure to Indian businesses, including established enterprises as well as technology-focused small and medium-sized merchants.
Gemini-Powered AI Agents for Businesses
A major component of the partnership is the use of Google’s Gemini-powered AI technology.
Pine Labs plans to use the Gemini Enterprise Agent Platform for areas including catalog enrichment, search and the development and deployment of customized commerce agents.
The goal is to make merchant products and services more accessible to AI-driven discovery while helping businesses automate parts of their digital operations.
This could allow merchants to move beyond traditional website and app-based customer acquisition and participate in commerce experiences increasingly driven by conversational AI and autonomous agents.
AI-Powered Advertising for Small Businesses
Pine Labs is also developing an AI advertising agent aimed at helping smaller merchants with digital marketing.
According to the company, the system will be able to create and place advertisements across surfaces including Google Search, YouTube and Pine Labs point-of-sale devices.
For smaller businesses that may not have dedicated marketing teams or extensive advertising infrastructure, automated campaign creation and targeting could simplify the process of reaching customers across multiple digital channels.
The initiative is part of Pine Labs’ broader effort to bring AI-powered commerce capabilities to merchants that traditionally may have had less access to enterprise-grade technology.
Payments Become Part of Agentic Commerce
The partnership also focuses on the payment stage of AI-driven transactions.
Pine Labs’ Pine Labs Payment Protocol (P3P) is designed to provide the payment layer for agentic commerce. The company says P3P enables transactions within an agentic flow and is starting with UPI before expanding across additional payment rails.
This is an important component because product discovery alone does not complete a commercial transaction.
An AI agent may identify a product and make a recommendation, but the merchant still needs infrastructure capable of processing the resulting payment securely and in compliance with applicable financial regulations.
Pine Labs’ Jarvis AI Platform
The collaboration also involves AI tools for merchant operations.
Pine Labs’ issuing business is developing Jarvis, a multi-agent platform built on Gemini Enterprise. The system is intended to assist merchants using the company’s Woohoo platform with activities such as program creation, system diagnostics and customer support.
This means the partnership extends beyond customer-facing commerce.
AI agents could also support operational workflows behind the scenes, potentially reducing the amount of manual work required for routine merchant activities.
Three Challenges the Partnership Addresses
Pine Labs identified three major areas that merchants need to address to participate fully in agentic commerce.
Discoverability and Scalability
AI agents need access to structured product information, live inventory and other merchant data to discover and recommend products.
Pine Labs said its platform will combine AI and data infrastructure with campaign-management, digital-presence and customer-targeting tools to help merchants become more discoverable across different AI-driven surfaces.
Receiving Payments
The second challenge is completing transactions.
P3P is intended to allow payments to take place within agentic commerce flows, initially using UPI infrastructure.
This could reduce the need for merchants to create separate payment integrations every time a new AI platform or commerce surface emerges.
Governance and Compliance
The third challenge involves trust, governance and regulatory compliance.
Pine Labs said its Grantex infrastructure is designed to make transactions auditable and compatible with India’s financial regulatory requirements.
This becomes increasingly important as AI agents move from simply recommending products toward taking actions involving payments and other financial services.
Support for UCP and A2A Frameworks
Pine Labs also plans to provide native integration support for the Universal Commerce Protocol (UCP) and Agent-to-Agent (A2A) frameworks.
These technologies are intended to help different AI systems and agents communicate and interact with commerce infrastructure.
For merchants, interoperability could become increasingly important as consumers use multiple AI assistants and platforms to discover products and complete transactions.
Why Agentic Commerce Matters for Indian SMBs
India has a large base of small and medium-sized businesses, many of which operate with limited technology resources.
Pine Labs argues that the rise of AI-driven commerce could otherwise create another technology divide, with larger enterprises able to integrate quickly while smaller merchants struggle to become visible to AI systems.
The company’s strategy is therefore focused on providing common infrastructure that can make AI-driven discovery, customer acquisition and payments accessible to a broader range of businesses.
Pine Labs has previously described its Agentic Commerce Suite as an AI-native platform designed to make merchants discoverable, transactable and trusted across the AI ecosystem.
Pine Labs Expands Its AI Strategy
The Google Cloud collaboration builds on Pine Labs’ existing investment in agentic commerce.
In February 2026, the company announced a collaboration with OpenAI focused on integrating AI models into its merchant ecosystem.
Pine Labs also launched P3P in June 2026, describing it as an agentic payment protocol built around UPI that allows an AI agent to complete a payment within defined controls.
The latest Google Cloud partnership therefore represents another step in Pine Labs’ strategy of combining AI with merchant commerce and payments infrastructure.
What Comes Next for Indian Merchants
The partnership comes as AI increasingly becomes part of online product discovery and purchasing.
For merchants, the transition could mean that being visible on search engines and traditional marketplaces is no longer sufficient. Businesses may also need product catalogues, pricing, inventory and checkout systems that can interact effectively with AI agents.
Pine Labs and Google Cloud are attempting to build infrastructure around that shift, covering the journey from product discovery and advertising to payments and merchant operations.
As agentic commerce develops, the effectiveness of these systems will depend on factors such as AI reliability, merchant adoption, payment security, interoperability and regulatory oversight.
Frequently Asked Questions
1. What is the Pine Labs and Google Cloud partnership?
Pine Labs and Google Cloud have announced a strategic collaboration to help Indian merchants participate in AI-driven or agentic commerce.
2. What is agentic commerce?
Agentic commerce refers to transactions in which AI agents can discover products, compare options and potentially complete purchases on behalf of consumers.
3. How will Google Gemini be used by Pine Labs?
Pine Labs plans to use Gemini Enterprise Agent Platform for catalog enrichment, search and building customized commerce agents.
4. Who is the partnership targeting?
The initiative targets Indian merchants ranging from established enterprises to small and medium-sized businesses, with a particular focus on helping SMBs access AI-powered commerce infrastructure.
5. What is Pine Labs’ AI advertising agent?
It is a planned AI-powered tool designed to help merchants create and place advertisements across platforms including Search, YouTube and Pine Labs’ own point-of-sale devices.
6. What is Pine Labs P3P?
P3P, or Pine Labs Payment Protocol, is an infrastructure layer designed to enable payments within agentic commerce flows, initially using UPI.
7. What is Jarvis?
Jarvis is a multi-agent platform being developed by Pine Labs’ issuing business using Gemini Enterprise to assist merchants with activities such as program creation, diagnostics and customer support on Woohoo.
8. Why is AI important for Indian merchants?
AI can potentially help merchants automate marketing, improve product discoverability, streamline operations and participate in new commerce channels driven by AI agents.
9. What are UCP and A2A?
UCP and A2A are frameworks designed to facilitate interoperability between commerce systems and AI agents, allowing different platforms and agents to interact more effectively.
10. Is Pine Labs already working on agentic commerce?
Yes. Pine Labs has previously announced AI partnerships, its Agentic Commerce Suite and P3P, building a broader strategy around AI-powered commerce and payments.
