Google's Agentic AI: Bunnings, Adore Beauty & THE ICONIC onboard

Google is making a big move in agentic AI, bringing its commerce, search, and advertising tools to Australia. This push integrates Gemini deeper into the marketing stack. What's interesting is that this area has traditionally been dominated by companies like Salesforce and Zendesk. But Google is now using its digital ecosystem, including search, YouTube, and Gemini, to enter this space. According to Mel Silva, Google Australia and New Zealand managing director, the company is now operating in the "agentic era," not just testing AI's potential. This shift is changing how consumers interact and how curiosity can lead to results. The local launch includes AI Max for Search and the expansion of Google’s Universal Commerce Protocol to Australia, making it the first APAC market for this agentic commerce checkout experience. Retailers like Adore Beauty, Bunnings, and THE ICONIC will use Google’s checkout experience. This will let shoppers make single-item purchases directly within search, including AI Mode and the Gemini app. The bottom line is that agentic AI is moving closer to the start of the customer journey, impacting how consumers discover and shop.