In response to the growing trend of AI-powered interactions, Google has introduced its connected app platform. This initiative aims to make it easier for companies to link their applications with AI functionalities in Search and Gemini. For users, this means the ability to securely connect and interact with popular third-party services, and subsequently use them to perform specific actions directly within the Google environment.
Imagine, for example, being able to design a flyer using a graphic tool or compile a playlist in a music application without having to leave the interface of your preferred AI. We have already seen similar concepts in other consumer-oriented AI services. The premise is that such integrations could ultimately shift consumer behavior from launching and using individual applications to utilizing popular services through their preferred artificial intelligence provider.
However, the key to successfully capturing and maintaining user attention is the availability of a wide range of connected applications. Therefore, Google has decided to open its doors to any company or developer wishing to reach users through Search or Gemini, allowing them to submit their own connected applications and monitor their performance.
For developers who want to get involved, the process is clearly defined. First, it is necessary to integrate with a cloud-hosted MCP (Model Context Protocol) server or Android MCP using the AppFunctions API. Subsequently, the Google Connected Console is used for registration, testing, and submission of the application. Developers can choose whether they want their application to be available via Search, the Gemini app, or both.
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Once the application is launched, developers gain tools to monitor key metrics such as traffic, latency, and error rates. At the same time, they maintain full control over their brand identity, including verified logos and authenticated accounts. This system offers transparency and control, which is crucial for maintaining quality and trust.
This step could represent one of the initial milestones for businesses looking to make their services more visible to users in the era of the "agentic web," where interactions are increasingly shifting towards AI assistants. Similar to how SEO allowed companies and websites to optimize their positions in search results, this platform can offer a new path to visibility and interaction.
Google already has over 50 connected apps available in Gemini, including partners like Adobe, Experian, and Peloton, as well as its own broad suite of services from Workplace and Photos to YouTube Music and Google Home. These applications will gradually appear in Search in the coming weeks. Search currently has fewer integrations, such as Instacart, Canva, or YouTube Music. Among the new partners is the meditation app Calm, which will soon launch in both Gemini and Search. The platform is currently in public beta for US developers who sign up for the waitlist.