Google is paving new ways in digital commerce, allowing merchants to interact directly with consumers through artificial intelligence agents. ## Personalized discounts via AI The main novelty is the possibility for merchants to offer personalized discounts to users directly within the results generated in AI mode. This approach aims to make the shopping experience more fluid and immediate, intercepting the user when they express a specific interest. ## Implications for the future of commerce The integration of artificial intelligence in commerce represents a significant evolution. AI agents can analyze user behavior, understand their preferences, and offer targeted promotions, potentially increasing sales and improving customer satisfaction. It remains to be seen how this new protocol will be implemented on a large scale and what its long-term effects will be on the online commerce landscape.