Pine Labs teams up with Google Cloud to bring AI agents to merchants

Digital payments company Pine Labs on Thursday said that it has partnered with Google Cloud to help Indian merchants, including small and medium businesses, prepare for a future where AI agents discover products and complete purchases for consumers.

As AI agents increasingly search for products, compare options and make purchases, merchants will need their product catalogues, inventory and payment systems to work with these AI tools.

Pine Labs said it will use Google Cloud’s Gemini AI to build tools across marketing, merchant operations and payments.


The company is developing an AI ads agent that can create and place ads across Google Search, YouTube and Pine Labs’ point-of-sale devices. The tool is said to be aimed at helping smaller businesses reach customers without having to manage every part of their marketing themselves.

Pine Labs Issuing is also building a multi-agent platform called “Jarvis”, based on Gemini Enterprise, which will help merchants with tasks such as creating programmes, diagnosing system issues and handling customer support on the company’s Woohoo platform, the company said.

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The partnership also covers payments. Pine Labs said its P3P payment layer will allow merchants to receive payments within AI-driven commerce flows, starting with UPI and later expanding to other payment rails.

The company said it is also building a governance layer called Grantex to make transactions auditable and compliant with Indian financial regulations.

Pine Labs said its platform will support Universal Commerce Protocol (UCP) and Agent-to-Agent (A2A) frameworks, allowing AI agents and commerce systems to interact across platforms.

“Without the right platform, agentic commerce repeats a pattern India has seen before: new technology reaches the top of the market first, and small businesses wait,” Pine Labs CEO B. Amrish Rau said.

The partnership is aimed at ensuring smaller Indian businesses are not left out as shopping shifts from consumers browsing websites and apps to AI agents searching and buying on their behalf.

Amit Kumar, managing director, Digital Natives Business, Google Cloud India, said the partnership would combine Pine Labs’ commerce infrastructure with Google Cloud’s AI and analytics capabilities to help merchants participate in agentic commerce.