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Pine Labs, Google Cloud partner to develop agentic commerce infrastructure in India

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Pine Labs, Google Cloud partner to develop agentic commerce infrastructure in India

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Pine Labs, Google Cloud partner to develop agentic commerce infrastructure in India

Pine Labs and Google Cloud partnered to develop AI-driven commerce technology for Indian merchants, focusing on product discovery, operations, and payments.

Pine Labs on Thursday, September 24, announced a collaboration with Google Cloud to develop technology aimed at enabling Indian merchants to participate in emerging forms of AI-driven or “agentic” commerce. 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.


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