Pine Labs has expanded its partnership with Google Cloud to introduce AI-powered tools and advertising agents aimed at transforming digital marketing, customer engagement, and payments for small and medium-sized Indian businesses, signalling a significant shift towards AI-centric commerce.
Pine Labs has deepened its ties with Google Cloud in a move that could reshape how Indian merchants handle marketing, customer engagement and payments as artificial intelligence becomes more central to commerce. In an exchange filing on Thursday, the fintech company said it plans to deploy Gemini-powered AI agents across merchant operations, linking tools for business management, customer interaction and payments infrastructure. According to the filing, the aim is to build an integrated system that helps merchants operate more efficiently while scaling more quickly.
The collaboration appears to be aimed first and foremost at small and medium-sized businesses, which often lack the budget and technical resources to run sophisticated digital marketing campaigns. Pine Labs said it has created an AI-powered advertising agent that can generate and place adverts across Google Search, YouTube and Pine Labs’ point-of-sale devices, helping smaller firms reach customers beyond their immediate neighbourhoods. Financial Express reported that the effort is part of a wider push to bring agentic commerce tools to Indian merchants, while The Economic Times said the partnership is designed to automate marketing and streamline payments.
Pine Labs is also developing a multi-agent platform called “Jarvis” for its Woohoo platform, according to the filing. Built on Gemini Enterprise, the system is intended to support merchants with programme creation, system diagnostics and customer service. The company said it will use Gemini Enterprise Agent Platform for catalog enrichment, search and the rapid development and deployment of custom commerce agents, while also offering support for the Universal Commerce Protocol and Agent-to-Agent frameworks so transactions can move more smoothly across different platforms.
The company framed the deal as part of a broader effort to address long-standing merchant pain points, including discoverability, scalability, payment acceptance and governance. Pine Labs said it will also provide Indian small and medium-sized businesses with a customer acquisition suite based on Google Cloud’s AI and data infrastructure, including campaign management, digital presence tools and customer-targeting features. Trade sources quoted in industry coverage described the collaboration as an attempt to ensure that both established companies and newer, tech-first merchants can take part in the next phase of AI-driven commerce.
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