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Pine Labs, Google Cloud Advance Agentic Commerce For India
Pine Labs and Google Cloud are working together to help Indian merchants use artificial intelligence.
Their technology will use AI agents that can help customers find products, compare them, and buy them.
It will also help businesses manage operations and payments.
A new advertising agent is intended to help small businesses create ads more easily.
The ads could appear on Google Search, YouTube, and Pine Labs payment devices.
Pine Labs is also building a platform called Jarvis to help with business tasks and customer support.
Its P3P system will handle payments, beginning with UPI.
Grantex will help make those transactions traceable and compliant with Indian rules.
The companies say the project could help millions of Indian small businesses participate in AI-based commerce.
Pine Labs announced a collaboration with Google Cloud on 24 September 2026 to develop agentic commerce solutions for Indian merchants.
Gemini-powered AI agents will support product discovery, comparisons, purchases, merchant operations, customer engagement, and payments.
A planned AI ads agent will help small and medium-sized businesses create and place advertisements on Google Search, YouTube, and Pine Labs point-of-sale devices.
Pine Labs Issuing is developing Jarvis, a multi-agent platform for programme creation, system diagnostics, and Woohoo customer support.
P3P will provide a compliant payment layer beginning with UPI, while Grantex will support auditable transactions aligned with Indian financial regulations.
- Who
- Pine Labs and Google Cloud, with Pine Labs Issuing developing related tools.
- What
- A collaboration to build AI-driven agentic commerce, advertising, operations, payment, and governance solutions for Indian merchants.
- Where
- India, using Google Cloud infrastructure and merchant channels including Pine Labs point-of-sale devices.
- When
- Announced on 24 September 2026.
- Why
- To address merchant barriers such as discoverability, scalability, payment processing, and governance, especially for small and medium-sized businesses.
Key facts
- Announcing company
- Pine Labs
- Technology partner
- Google Cloud
- Target market
- Indian merchants, including small and medium-sized businesses
- Operations platform
- Jarvis, a multi-agent platform built on Gemini Enterprise
- Payment layer
- P3P, initially supporting UPI
- Transaction governance
- Grantex will provide auditable transactions designed to meet Indian financial regulatory requirements
- Potential reach
- Pine Labs said the initiative aims to include India's 60 million small businesses in AI-driven buying
Sources
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