Google Outlines Agentic Commerce Shift at Mumbai MarCon

Google and the Internet and Mobile Association of India organized the 20th edition of the Marketing Conclave (MarCon) in Mumbai. During the event, Siddharth Shekhar, a director at Google, detailed a transition from traditional keyword-based queries to an agentic era. In this new model, AI agents provide precise answers and act on behalf of consumers to facilitate discovery and decision-making.

Shekhar highlighted the Universal Commerce Protocol as an open standard designed to establish the necessary foundation for agentic commerce. He described the search box as having transformed from a simple text container into an intelligent, multimodal, and conversational partner.

Filmmaker Goldie Behl also participated in the conclave, addressing the integration of AI within the entertainment industry. Behl characterized AI as a tool meant to enhance human creativity rather than replace writers. To support this transition, Behl called for new regulations regarding intellectual property and the ways AI learns from existing content.