Pine Labs partners Google Cloud for AI-powered commerce

By Divya Shah

Pine Labs has partnered with Google Cloud to develop AI-powered commerce solutions aimed at helping Indian merchants, particularly small and medium-sized businesses (SMBs).

The collaboration will combine Google Cloud’s Gemini AI capabilities with Pine Labs’ merchant and payments infrastructure to create a unified platform covering merchant operations, customer engagement and payments. 

Pine Labs is developing an AI-powered advertising agent designed to help SMBs create and deploy marketing campaigns across digital channels, including Google Search, YouTube and Pine Labs’ point-of-sale (POS) devices.  

The company said the tool is intended to give smaller businesses access to marketing capabilities typically available to larger enterprises.

Amrish Rau, CEO of Pine Labs, said, “Without the right platform, agentic commerce repeats a pattern India has seen before: new technology reaches the top of the market first, and small businesses wait. Pine Labs is creating the next generation of agentic commerce products so that does not happen,” he said.

Pine Labs Issuing is also building Jarvis, a multi-agent platform powered by Gemini Enterprise. The solution is designed to assist merchants with programme creation, system diagnostics and customer support across the Woohoo platform, helping streamline operations and improve efficiency. 

The collaboration addresses three key challenges that businesses face when adopting agentic commerce: discoverability, payment acceptance and governance. 

To improve discoverability, the company plans to use Google Cloud’s AI and data infrastructure to help merchants enhance catalog visibility, manage campaigns and engage customers across digital channels.  

For payments, Pine Labs will leverage its P3P payment infrastructure to support real-time transactions across AI-driven commerce experiences, initially through UPI and later across additional payment rails. 

The partnership also focuses on governance and compliance through Pine Labs’ Grantex platform, which is designed to provide auditable transaction records and support adherence to India’s financial regulatory requirements. 

In addition, Pine Labs will use the Gemini Enterprise Agent Platform for catalog enrichment, search and the development of customised commerce agents. The platform will support integration with emerging frameworks such as the Universal Commerce Protocol (UCP) and Agent-to-Agent (A2A) standards, enabling transactions across different AI-powered commerce environments.