Read Sundar Pichai's Remarks at the 2026 National Retail Federation (blog.google)

At the National Retail Federation event, Google CEO Sundar Pichai unveiled significant advancements in AI-driven retail strategies, emphasizing the transformative potential of AI for the industry. Key announcements included the introduction of the Universal Commerce Protocol (UCP), designed for seamless commerce experiences by enabling direct interactions between AI agents and retailers, and the launch of Gemini Enterprise for Customer Experience, which aims to unify the shopping journey across multiple platforms. This shift is crucial, as Google reported an astronomical growth in processing retail tokens from 8.3 trillion to over 90 trillion in just one year, highlighting the increasing demand for AI-enhanced shopping functionalities. The UCP is notable for its open and agnostic framework, developed in collaboration with major industry players like Shopify and Walmart, allowing for personalized customer interactions and streamlining the purchasing process directly through Google interfaces. With innovations such as AI Mode in Search, customers can now enjoy a more conversational and intuitive shopping experience, moving from product discovery to purchase seamlessly. Additionally, the expansion of Wing's delivery service aims to tackle logistical challenges faced by retailers, enhancing the overall customer experience. These developments mark a pivotal moment in retail technology, positioning Google as a key player in shaping the future of commerce through AI integration.