Google is making it easier for companies to integrate their applications into its AI experience, which covers Search and Gemini, by launching Connected Apps Platform.
Connected Apps was launched earlier this year in Gemini and Google Search, allowing users to securely connect to and interact with popular third-party services, and then use these services to perform specific tasks. For example, users can connect to Canva to design flyers, or connect to YouTube Music to create playlists.
Other consumer-oriented AI services have also made different attempts along this line, such as ChatGPT and Meta's Muse. The core idea is that such integration may ultimately change consumer behavior: users will no longer launch and use separate applications, but instead use their favorite services through their preferred AI providers.
However, to truly attract and retain consumers' attention, it is essential that there be a rich variety of connected applications available for exploration.
Google's idea is to open the doors to any companies or developers who wish to reach users through Search or Gemini, allowing them to submit their connection applications and monitor their performance.
The preview version of this platform is currently available to developers in the United States in test mode. Developers can use it to build and submit applications that can be used within various Google products.
Google explains that developers who wish to start integrating need to first integrate with the servers hosted in the cloud, namely MCP (which corresponds to Model Context Protocol, the model context protocol), or Android MCP. They must also use AppFunctions API for this process. Subsequently, they can complete application registration, testing, and submission through Google Connected Console.
Essentially, this process allows developers to connect their applications to Google services, thereby enabling them to utilize the AI features of this search giant. Developers can also choose to have their applications provide these features through Search, through Gemini applications, or both.
After the application goes live, developers can track traffic, latency, and error rates, and continue to maintain control over their brand identity, such as the verified logo and authenticated accounts.
Similar to how SEO has helped businesses and websites appear in search engine rankings, this may become one of the first steps for companies that wish to enhance the visibility of their services within the “agent network.”
Google stated that there are currently over 50 Connected Apps in Gemini, including applications from partners such as Adobe, Experian, Localiza, Peloton, among others. In addition, there is also a range of Google's own services, ranging from Workplace and Photos to YouTube Music and Google Home.
In the coming weeks, these applications will also be launched on Google Search. Search currently has a smaller number of integrations, including applications such as Instacart, Canva, YouTube Music, Yahoo Fantasy Football, and others.
Google stated that the meditation app Calm is also a new partner in this initiative, and its app will soon be available on both Gemini and Search.
The new Connected Apps platform is currently available for public preview to American developers who have joined the waiting list. Google has not specified when it will be made more widely available.
