The US beta, announced on September 16, is available to selected advertisers running eligible Demand Gen campaigns connected to Merchant Center product feeds.
The move brings an AI-powered shopping conversation into the advertising experience, potentially allowing brands to address product questions at the point when consumers are considering a purchase.
AI enters the ad
The Business Agent was first introduced by Google in January as a shopping assistant in Search. The YouTube test extends the experience into video advertising.
Google’s Search version uses Gemini models, Merchant Center information and retailers’ websites to respond to shoppers’ questions. On YouTube, the company is testing the technology within eligible ads.
For advertisers, this means product information could play a more active role in the ad experience, rather than simply directing consumers to a product page.
However, Google has not yet published performance results demonstrating whether the feature increases conversions or sales.
Limited US beta
Google’s beta registration form sets out several conditions for advertisers.
Participating retailers need an active Demand Gen campaign linked to a Merchant Center product feed and a minimum daily budget of $10.
The trial is limited to English-language mobile in-stream ads in the US and does not include YouTube Shorts.
Advertisers accepted into the programme will have the feature enabled on eligible campaigns. Applying does not guarantee participation, and advertisers can select which linked Demand Gen campaigns they want included.
More AI shopping data
The YouTube test comes as Google expands its AI shopping tools for retailers.
The company has made AI performance insights generally available in Merchant Center in Australia, Canada, India, New Zealand and the US.
The report allows retailers to examine their visibility in organic AI shopping results, including free product listings appearing in AI Mode and AI Overviews.
The data is currently limited to English-language shopping queries.
Importantly for advertisers, the report does not measure paid advertising. It therefore cannot be used to directly assess the performance of Business Agent within YouTube campaigns.
Checkout also expands
Google is also expanding its Universal Commerce Protocol (UCP) capabilities in Merchant Center, including tools for transferring shopping carts to retailers’ websites and testing enhanced checkout experiences.
The rollout is beginning in the US, with Australia and Canada expected to follow in early 2027.
Luxury group Tapestry said on September 16 that US consumers can now buy Coach and Kate Spade products directly through Google Search, including AI Mode, and the Gemini app. Its implementation supports single-item checkout through Google Pay, with customers required to approve each transaction.
These checkout capabilities are separate from the YouTube Business Agent test, which currently focuses on answering product questions and directing shoppers to retailers.
For brands testing the new ad format, the quality of product data could become increasingly important. Google says Business Agent can use information from Merchant Center and a retailer’s website, while merchants can provide additional details through conversational attributes.
The test reflects a broader shift in digital advertising towards AI-powered interactions, where the ad itself can become a place for consumers to ask questions and evaluate products rather than simply a gateway to a brand website.
