Pine Labs announced a partnership with Google Cloud to enhance agentic commerce capabilities for merchants, including large enterprises and small and medium-sized businesses, the company said on Thursday. The fintech firm will leverage Google Cloud’s Gemini AI to develop tools for customer engagement, merchant payments, and operations, according to a regulatory filing cited by medianama.com.
The collaboration will see Pine Labs build an AI ads agent designed to create and place advertisements across Google Search, YouTube, and Pine Labs’ Point-of-Sale machines. This AI agent aims to assist small businesses in expanding their customer reach without the need to manage marketing efforts themselves. Additionally, Pine Labs Issuing is developing a multi-agent platform named Jarvis, based on Gemini Enterprise, to further support merchants.
Agentic commerce involves AI agents searching for products and completing purchases autonomously on behalf of users. Pine Labs CEO Amrish Rau highlighted the importance of enabling small businesses to adapt their product catalogues, inventory, and payment systems to be machine-readable and support real-time inventory and automated checkout. This move addresses the challenge where new technologies initially benefit larger market players, leaving smaller businesses behind.
The partnership reflects Pine Labs’ strategic focus on agentic commerce as AI agents are expected to become mainstream by 2030. The company’s development of AI-driven tools like the ads agent and Jarvis platform aims to prepare merchants for this shift, according to medianama.com.