[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"$fo3zgP67QHV3nbnYziclPoy9t0JGqzb-bID4Okiy1Wx4":3},{"code":4,"msg":5,"data":6},200,"操作成功",{"id":7,"title":8,"content":9,"digest":10,"source":10,"coverPath":11,"thumbsCoverPath":12,"isTop":13,"isShow":14,"baseClick":13,"clickCount":15,"createTime":16,"typeId":17,"isNewest":18,"newsInfoTypeRespVo":19,"voiceUrl":10,"voiceSize":22,"taskId":23,"releaseTime":24,"titleEn":25,"contentEn":26,"voiceUrlEn":27,"taskIdEn":28,"voiceSizeEn":29},1589,"谷歌联合零售巨头推出通用商务协议 UCP，推动 AI 智能体购物全流程标准化","\u003Cp class=\"ql-align-justify\">\u003Ca href=\"https:\u002F\u002Fwww.ithome.com\u002F\" rel=\"noopener noreferrer\" target=\"_blank\" style=\"font-size: 18px; color: rgb(255, 153, 0);\">\u003Cstrong>IT之家\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong style=\"font-size: 18px; color: rgb(255, 153, 0);\"> 1 月 12 日消息，谷歌今日在全美零售联合会（NRF）大会上宣布推出一项全新开放标准 —— 通用商务协议（Universal Commerce Protocol, UCP），该标准专为基于人工智能智能体（AI Agent）的购物场景设计。\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"font-size: 18px;\">据IT之家了解，这项标准由谷歌联合 Shopify、Etsy、Wayfair、Target 和沃尔玛（Walmart）等企业共同研发，可支持智能体参与消费者购物全流程的多个环节，包括商品发现与售后支持。其核心理念在于，\u003C\u002Fspan>\u003Cstrong style=\"font-size: 18px;\">通过标准化流程打通购物各环节，无需对接不同的智能体系统即可实现协同运作。\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cimg alt=\"\" src=\"https:\u002F\u002Fimage.51xinwei.com\u002F2026\u002F03\u002Fhistory\u002F3476e36b3f25492abc789929dfc18069.png\" width=\"871\" height=\"null\" style=\"display: block; margin: auto;\">\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"font-size: 18px;\">谷歌表示，该协议可与其他智能体协议兼容，包括其去年发布的智能体支付协议（Agent Payments Protocol, AP2）、智能体互联协议（Agent2Agent, A2A）以及模型上下文协议（Model Context Protocol, MCP）。企业与智能体开发者可根据自身需求，灵活选用该协议的特定扩展功能模块。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"font-size: 18px;\">谷歌透露，该公司即将在搜索功能及 Gemini 应用的 AI 模式中，为符合条件的谷歌商品列表启用通用商务协议（UCP）。届时，美国本土零售商的商品将支持消费者在浏览产品信息的同时直接完成结算。用户可通过谷歌支付（Google Pay）付款，并调用谷歌钱包（Google Wallet）中已保存的配送信息。谷歌同时宣布，PayPal 支付方式也将很快上线。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"font-size: 18px;\">Shopify 创始人兼首席执行官托比・吕特克（Tobi Lutke）表示：“这正是智能体技术最令人振奋的应用场景之一。智能体擅长精准定位具有特定需求的用户，并为其匹配最合适的产品。比如，有些产品我自己根本不会主动搜索，但智能体却能精准推送给我。这种‘不期而遇’的购物体验，正是商业的魅力所在。”\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"font-size: 18px;\">值得注意的是，Shopify 今日同步宣布与微软 Copilot 达成类似合作，消费者可在对话交互过程中轻松完成购物结算。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"font-size: 18px;\">在面向消费者的另一项功能升级中，谷歌表示，用户在 AI 模式下搜索产品推荐时，品牌商可向其提供专属折扣。例如，当用户输入搜索指令“我需要一款现代时尚的地毯，用于人流量大的餐厅。我经常举办晚宴，所以希望地毯易于清洁”，品牌商可通过相关营销活动，实时向用户推送折扣优惠。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"font-size: 18px;\">此外，谷歌还在商家中心（Merchant Center）为用户新增数据属性功能，助力卖家在 AI 搜索场景中更好地展示商品。PayPal、OpenAI 等企业也在积极探索技术方案，帮助卖家提升在 AI 聊天机器人搜索结果中的曝光率。部分提示词技术初创公司也与商家展开合作，推动商品在 AI 应答内容中精准呈现。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"font-size: 18px;\">谷歌同时推出商家专属 AI 智能体功能，商户可将该功能接入谷歌搜索，通过智能体解答消费者咨询。目前，Lowe's、Michael's、Poshmark 和 Reebok 等商户已率先启用这一功能。Meta、Shopify 等竞争对手也在积极布局面向企业的 AI 客服与营销工具。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"font-size: 18px;\">这家搜索巨头还发布了面向客户体验的 Gemini 企业版（Gemini Enterprise for Customer Experience, CX），这是一套专为零售商和餐饮企业打造的购物与客户服务解决方案。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"font-size: 18px;\">当前，谷歌、亚马逊、沃尔玛、OpenAI 等企业纷纷加速布局，通过发布新标准与新产品，推动 AI 技术全面渗透购物产业链的各个环节，覆盖消费者与商家两端。本月初，Adobe 发布报告称，假日购物季期间，生成式 AI 为卖家网站带来的流量增幅高达 693.4%，不过该报告并未说明这些流量最终转化为实际销售额的具体比例。\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"color: rgb(136, 136, 136);\">【新闻来源】IT之家 \u003C\u002Fspan>\u003Ca href=\"https:\u002F\u002Fwww.ithome.com\u002F0\u002F912\u002F491.htm\" rel=\"noopener noreferrer\" target=\"_blank\" style=\"color: rgb(136, 136, 136);\"> https:\u002F\u002Fwww.msn.cn\u002Fzh-cn\u002Fnews\u002Fother\u002Far-AA1RTDQy?ocid=BingHp01&cvid=6936317f054647a2afcd53fafcde084a&ei\u003C\u002Fa>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"color: rgb(136, 136, 136);\">（本网转发此文章，旨在为读者提供更多的信息资讯，所涉内容不构成投资、消费建议。文章事实如有疑问，请与有关方核实，文章观点非本网观点，仅供读者参考。）\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>","","https:\u002F\u002Fimage.51xinwei.com\u002F2026\u002F01\u002F1b80d0db1cd04aa18df33aaf4d49d5a3\u002FAI领域.jpg","https:\u002F\u002Fimage.51xinwei.com\u002F2026\u002F01\u002Fthumbs\u002F1b80d0db1cd04aa18df33aaf4d49d5a3\u002FAI领域.jpg",0,1,51,"2026-01-13 17:35",2,false,{"id":17,"name":20,"enName":21},"芯位视野","Xinwei Vision",7280342,"46dd770f-6675-424c-9520-f866e0659510","2026-01-13 17:33","Google Joins Retail Giants to Launch Universal Commerce Protocol (UCP) to Standardize the Entire AI Agent Shopping Process","\u003Cp class=\"ql-align-justify\">\u003Ca href=\"https:\u002F\u002Fwww.ithome.com\u002F\" rel=\"noopener noreferrer\" target=\"_blank\" style=\"font-size: 18px; color: rgb(255, 153, 0);\">\u003Cstrong>IT Home\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong style=\"font-size: 18px; color: rgb(255, 153, 0);\"> January 12th news, Google announced at the National Retail Federation (NRF) conference today a new open standard - the Universal Commerce Protocol (UCP), designed specifically for shopping scenarios based on artificial intelligence agents (AI Agents).\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"font-size: 18px;\">According to IT Home, this standard was jointly developed by Google with companies such as Shopify, Etsy, Wayfair, Target, and Walmart (Walmart), supporting agents participating in multiple stages of the consumer shopping process, including product discovery and after-sales support. Its core idea is to\u003C\u002Fspan>\u003Cstrong style=\"font-size: 18px;\">standardize processes to connect all shopping stages, enabling collaborative operations without connecting to different agent systems.\u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cimg alt=\"\" src=\"https:\u002F\u002Fimage.51xinwei.com\u002F2026\u002F03\u002Fhistory\u002F3476e36b3f25492abc789929dfc18069.png\" width=\"871\" height=\"null\" style=\"display: block; margin: auto;\">\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"font-size: 18px;\">Google stated that the protocol is compatible with other agent protocols, including its previously released Agent Payments Protocol (AP2), Agent2Agent (A2A), and Model Context Protocol (MCP). Enterprises and agent developers can flexibly choose specific extension function modules of the protocol according to their needs.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"font-size: 18px;\">Google revealed that it will enable the Universal Commerce Protocol (UCP) for eligible Google product listings in search functions and the AI mode of Gemini application. At that time, products from U.S. local retailers will support consumers to complete checkout while browsing product information. Users can pay via Google Pay and use the delivery information saved in Google Wallet. Google also announced that PayPal payment method will be available soon.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"font-size: 18px;\">Tobi Lutke, founder and CEO of Shopify, said: \"This is one of the most exciting applications of agent technology. Agents are good at accurately identifying users with specific needs and matching them with the most suitable products. For example, there are some products I would never actively search for, but agents can push them to me precisely. This 'unexpected' shopping experience is the charm of commerce.\"\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"font-size: 18px;\">Notably, Shopify also announced a similar collaboration with Microsoft Copilot today, allowing consumers to easily complete shopping transactions during conversational interactions.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"font-size: 18px;\">In another consumer-facing feature upgrade, Google stated that when users search for product recommendations in AI mode, brands can offer exclusive discounts. For example, when a user inputs the search instruction \"I need a modern and stylish carpet for a restaurant with high foot traffic. I often host dinners, so I want the carpet to be easy to clean,\" brands can provide real-time discount offers through relevant marketing campaigns.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"font-size: 18px;\">Additionally, Google has added data attribute features in the Merchant Center to help sellers better showcase their products in AI search scenarios. Companies like PayPal and OpenAI are also exploring technical solutions to help sellers increase exposure in AI chatbot search results. Some startups specializing in prompt engineering technologies have also partnered with merchants to ensure accurate presentation of products in AI response content.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"font-size: 18px;\">Google also launched a dedicated AI agent feature for merchants, allowing merchants to integrate this feature into Google Search, where agents can answer consumer inquiries. Currently, merchants such as Lowe's, Michael's, Poshmark, and Reebok have already adopted this feature. Competitors such as Meta and Shopify are also actively developing AI customer service and marketing tools for businesses.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"font-size: 18px;\">This search giant also released Gemini Enterprise for Customer Experience (Gemini Enterprise for Customer Experience, CX), a shopping and customer service solution specifically designed for retailers and food and beverage enterprises.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"font-size: 18px;\">Currently, companies such as Google, Amazon, Walmart, and OpenAI are accelerating their layout, promoting the comprehensive penetration of AI technology into every link of the shopping industry chain, covering both consumers and merchants. At the beginning of this month, Adobe released a report stating that during the holiday shopping season, generative AI brought a 693.4% increase in traffic to seller websites, although the report did not specify the exact proportion of this traffic that was converted into actual sales.\u003C\u002Fspan>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cbr>\u003C\u002Fp>\u003Cp>\u003Cspan style=\"color: rgb(136, 136, 136);\">[News Source] IT Home \u003C\u002Fspan>\u003Ca href=\"https:\u002F\u002Fwww.ithome.com\u002F0\u002F912\u002F491.htm\" rel=\"noopener noreferrer\" target=\"_blank\" style=\"color: rgb(136, 136, 136);\"> https:\u002F\u002Fwww.msn.cn\u002Fzh-cn\u002Fnews\u002Fother\u002Far-AA1RTDQy?ocid=BingHp01&cvid=6936317f054647a2afcd53fafcde084a&ei\u003C\u002Fa>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cspan style=\"color: rgb(136, 136, 136);\">（This article is reprinted by this site to provide readers with more information and news. The content does not constitute investment or consumption advice. If there are any questions about the facts of the article, please verify with the relevant parties. The views expressed in the article are not the views of this site and are for reference only.）\u003C\u002Fspan>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>\u003Cp class=\"ql-align-justify\">\u003Cbr>\u003C\u002Fp>","https:\u002F\u002Fxinwei-dev-test.oss-cn-shenzhen.aliyuncs.com\u002Fintelligent\u002Faudio%3Aa718fa5d-83db-4685-926e-f77259bf39e6%3A0.wav?Expires=1775181692&OSSAccessKeyId=LTAI5tNvY2RkKjZw4LLWsrPK&Signature=la5Z07VT43h%2BUbqBfnr1VYPmoS4%3D","a718fa5d-83db-4685-926e-f77259bf39e6",7907560]