Google’s move to Agentic Commerce is happening today. Here’s the plain English breakdown.
Google Marketing Live (GML) 2026 just kicked off, and if you cut through the corporate talk, the shift is pretty clear: they are moving away from being a search engine and toward being an execution engine.
The biggest thing to watch is AI Max. It’s the successor to Performance Max, but the logic is different. Instead of trying to get a human to click a link, it’s designed to operate in environments where a human might not even be present like an AI agent buying something on behalf of a user.
They’re calling this "Agentic Commerce." Basically, Google wants to be the layer that doesn't just find a product, but actually completes the transaction.
What this actually means for us:
- Zero-Click is the new baseline: We aren't losing traffic to summaries anymore but actually competing for an agent’s decision.
- Machine-Readable > Pretty Copy: Your product data feeds now matter more than your landing page headlines. If the agent can’t parse your specs, you don’t exist in the Agentic results.
- Ads in AI Overviews: These are becoming the primary ad real estate.
Curious to see if the agentic attribution is actually clean or just more of the same black-box reporting.