Pine Labs has teamed up with Google Cloud to develop agentic commerce infrastructure for Indian merchants.

The collaboration will use Google Cloud’s Gemini technology across merchant discovery, marketing, operations and payments.

Pine Labs plans to develop AI agents that can create and place ads across Google Search, YouTube and its point-of-sale devices.

Its issuing business is also building Jarvis, a Gemini Enterprise-based platform for programme creation, diagnostics and customer support on Woohoo.

The companies are also working on tools that make merchant catalogues easier for AI agents to read and recommend.

Pine Labs’ P3P payment layer will support transactions within agentic commerce flows, starting with India’s Unified Payments Interface before expanding to other payment rails.

Its Grantex infrastructure will provide governance and audit capabilities for those transactions.

Pine Labs will also use Gemini Enterprise for catalogue enrichment, search and custom commerce agents, with support planned for Universal Commerce Protocol and Agent-to-Agent frameworks.

“The shift to AI-driven buying is already underway. The question is whether India’s 60 million small businesses get to be part of it from the start, or wait for infrastructure that was built for someone else first.

With Google Cloud, we’re building the infrastructure layer that makes this real for every merchant in India – from established enterprises to the new generation of merchants who are tech-first, fast-growing, and ready to compete on any surface.”

“Addressing the intricate requirements of this market demands a platform capable of deep, extensive scale, such as Pine Labs.

By grounding Pine Labs’ commerce layers in Google Cloud’s secure, real-time AI and analytics infrastructure, we are empowering merchants throughout India with the tools needed to be discoverable, trusted, and fully active participants in agentic commerce.”

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