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Fintech company Pine Labs has announced a strategic collaboration with Google Cloud to help Indian merchants adopt AI-powered, or “agentic”, commerce. The partnership will focus on
connecting merchant operations, customer engagement and payments through Gemini powered AI agents.
Agentic commerce refers to a model in which AI agents can search for products, compare options and complete purchases on behalf of consumers. This could reduce the need for customers to directly browse websites or individual shopping apps.
Under the partnership, Pine Labs plans to use Google Cloud’s Gemini Enterprise Agent Platform to improve product catalogues and deploy AI agents for merchants. The company said the initiative will focus on three key areas: discoverability, payments and governance.
Pine Labs is also developing an AI-powered advertising agent aimed at helping small and medium sized businesses create and distribute campaigns across platforms such as Google Search, YouTube and Pine Labs’ point of sale devices.
The company is building a multi-agent platform called “Jarvis” using Gemini Enterprise. It is designed to support merchant related functions including programme creation, system issue diagnosis and customer support on Pine Labs’ Woohoo platform.
On the payments side, Pine Labs said its P3P payment layer will support transactions within AI-driven commerce experiences, initially through UPI, with additional payment networks planned later.
The company is also developing a governance layer called “Grantex” to make transactions auditable and support compliance with Indian financial regulations. Pine Labs said its platform will support Universal Commerce Protocol (UCP) and Agent-to-Agent (A2A) frameworks, enabling AI agents and commerce platforms to interact more effectively.
Pine Labs CEO B. Amrish Rau said the company wants smaller businesses to participate in the shift towards AI-led commerce rather than having the technology remain concentrated among large enterprises.
Google Cloud India Managing Director Amit Kumar said the partnership combines Pine Labs’commerce infrastructure with Google Cloud’s AI capabilities to help merchants participate in the emerging agentic commerce ecosystem.
The collaboration comes as businesses increasingly explore AI agents that can move beyond answering queries and perform tasks across shopping, payments and business operations.
Agentic commerce refers to a model in which AI agents can search for products, compare options and complete purchases on behalf of consumers. This could reduce the need for customers to directly browse websites or individual shopping apps.
Under the partnership, Pine Labs plans to use Google Cloud’s Gemini Enterprise Agent Platform to improve product catalogues and deploy AI agents for merchants. The company said the initiative will focus on three key areas: discoverability, payments and governance.
Pine Labs is also developing an AI-powered advertising agent aimed at helping small and medium sized businesses create and distribute campaigns across platforms such as Google Search, YouTube and Pine Labs’ point of sale devices.
The company is building a multi-agent platform called “Jarvis” using Gemini Enterprise. It is designed to support merchant related functions including programme creation, system issue diagnosis and customer support on Pine Labs’ Woohoo platform.
On the payments side, Pine Labs said its P3P payment layer will support transactions within AI-driven commerce experiences, initially through UPI, with additional payment networks planned later.
The company is also developing a governance layer called “Grantex” to make transactions auditable and support compliance with Indian financial regulations. Pine Labs said its platform will support Universal Commerce Protocol (UCP) and Agent-to-Agent (A2A) frameworks, enabling AI agents and commerce platforms to interact more effectively.
Pine Labs CEO B. Amrish Rau said the company wants smaller businesses to participate in the shift towards AI-led commerce rather than having the technology remain concentrated among large enterprises.
Google Cloud India Managing Director Amit Kumar said the partnership combines Pine Labs’commerce infrastructure with Google Cloud’s AI capabilities to help merchants participate in the emerging agentic commerce ecosystem.
The collaboration comes as businesses increasingly explore AI agents that can move beyond answering queries and perform tasks across shopping, payments and business operations.
