Google lets any business plug its app into Gemini and Search

Google has opened the door for businesses to put their apps inside its AI tools. A new Connected Apps Platform lets developers build a version of their service that works within Gemini and Google Search. The idea is that people may soon do things through Google's AI instead of opening a separate app.

What connected apps do

Connected apps were introduced in Gemini and Search earlier this year. They let you securely link a third-party service, then ask the AI to take specific actions with it. You could connect Canva to design a flyer, or YouTube Music to build a playlist.

Google is not alone. Other consumer AI services, including ChatGPT and Meta's Muse, have tried their own versions. The bet behind all of them is that people will favor their preferred AI over launching apps one by one.

What changed

Until now, Google picked the partners. Now any business or developer can submit an app and watch how it performs. The platform is in beta, a early test stage, and is open to developers in the U.S.

• Developers connect their app through a technical link that lets the AI talk to it.
• They register, test and submit it in a tool called Google Connected Console.
• They can choose Search, the Gemini app, or both.
• After launch, they can track traffic, speed and error rates.
• They keep control of their brand, including verified logos and authenticated accounts.

What is already there

Gemini has more than 50 connected apps. Partners include Adobe, Experian, Localiza and Peloton, along with Google's own services such as Photos, YouTube Music and Google Home.

Those apps are coming to Search over the next few weeks. Search has fewer today, including Instacart, Canva, YouTube Music and Yahoo Fantasy Football. Meditation app Calm is a new partner and will soon launch on both Gemini and Search.

Why businesses should care

TechCrunch compares this to search engine optimization, the work companies did to show up in search results. Getting an app into AI tools could become an early step in being found on what it calls the agentic web, where AI does tasks for people. For a small business, that may eventually matter as much as a good website listing.

What is not known yet

The announcement, as reported, does not say what it costs to take part, what rules Google will use to approve apps, or when the platform will open beyond the U.S. It also does not say how many people use these features today. A wide choice of apps is what will make the idea work, and that is still to be proven.