Pine Labs partners with Google Cloud to introduce AI-powered autonomous trading tools designed to enhance discoverability, transactions and operational efficiency for Indian small businesses, signalling a disruptive shift in retail and payment ecosystems.
Pine Labs has unveiled a collaboration with Google Cloud that is designed to bring agentic commerce to Indian merchants, with a focus on artificial intelligence tools that can help businesses discover customers, run campaigns, manage operations and process payments. The move reflects a broader push to make AI systems not just advisory tools, but active participants in buying and selling, from search and recommendation through to checkout.
According to Pine Labs, the partnership will draw on Google Cloud’s Gemini models across the merchant journey, including discovery, marketing, back-office operations and payment flows. The company plans to build AI agents that can create and place adverts across Google Search, YouTube and Pine Labs’ point-of-sale devices, while also developing tools to make merchant catalogues easier for AI systems to read, compare and recommend. Pine Labs is also building Jarvis, a Gemini Enterprise-based platform for programme creation, diagnostics and customer support on Woohoo.
The payments element is central to the project. Pine Labs said its P3P layer will underpin transactions inside agent-led commerce flows, initially through India’s Unified Payments Interface before extending to other payment rails. Its Grantex infrastructure will provide governance and audit controls, addressing one of the main obstacles for autonomous commerce systems: making transactions both traceable and compliant. The company has also said Gemini Enterprise will be used for catalogue enrichment, search and bespoke commerce agents, with support planned for Universal Commerce Protocol and Agent-to-Agent frameworks.
The company has framed the collaboration as a way to help India’s millions of small businesses participate in AI-driven commerce without waiting for legacy infrastructure to catch up. Pine Labs chief executive B. Amrish Rau has argued that the shift towards AI-led purchasing is already under way, while Google Cloud India managing director Amit Kumar said the partnership is intended to help merchants become more discoverable, trusted and active in this new buying environment. Pine Labs has separately described its agentic commerce suite as a move towards conversational discovery, embedded checkout and AI-assisted merchant operations, signalling that the Google Cloud tie-up is part of a wider product strategy rather than a one-off experiment.
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