Agentic commerce refers to transactions in which AI agents can search for products, compare options and potentially complete purchases on behalf of consumers. The companies said the collaboration will focus on areas including product discovery, merchant operations and payments.
As part of the collaboration, Pine Labs plans to use Google Cloud’s Gemini Enterprise Agent Platform for applications including catalogue enrichment, search and the development of commerce-focused AI agents.
The company is also developing AI-based tools for merchants. These include an AI advertising agent designed to help businesses create and place advertisements across platforms such as Search and YouTube, as well as Pine Labs’ point-of-sale devices.
Pine Labs Issuing is separately developing a multi-agent platform called ‘Jarvis’, which is being built on Gemini Enterprise. According to the company, the platform is intended to assist with tasks such as programme creation, system diagnostics and customer support on its Woohoo platform.
Payments are another part of the collaboration. Pine Labs said its P3P platform will serve as a payment layer for transactions initiated through agentic commerce flows, beginning with UPI and potentially expanding to other payment rails.
The company also said its platform will support the Universal Commerce Protocol (UCP) and Agent-to-Agent (A2A) frameworks, which are designed to facilitate interactions between AI agents and commerce systems.
Pine Labs CEO B. Amrish Rau said the collaboration was aimed at ensuring that smaller businesses are able to participate in the development of AI-led commerce rather than the technology being concentrated among larger enterprises.
Amit Kumar, managing director, Digital Natives Business, Google Cloud India, said the collaboration would combine Pine Labs’ commerce infrastructure with Google Cloud’s AI and analytics capabilities.
The announcement comes as businesses and technology companies explore how AI agents could change product discovery, customer engagement and payments. For merchants, participation in such systems could require product catalogues that can be read by AI systems, access to real-time inventory information and payment infrastructure capable of supporting transactions initiated through AI interfaces.
Pine Labs said governance and compliance would also form part of the infrastructure, with its Grantex platform intended to provide transaction auditability and support compliance with Indian financial regulations.
First Published: Sept 24, 2026 2:45 PM IST