Google has pushed back against criticism of its newly announced Universal Commerce Protocol, following claims from consumer advocates that the AI-powered shopping framework could enable personalized price manipulation. Lindsay Owens, Executive Director of the Groundwork Collaborative, raised concerns after reviewing Google’s published roadmap and technical documentation, arguing that features such as AI-driven upselling and loyalty-based offers could lead to discriminatory pricing based on user data.
Google publicly rejected those claims, stating that its systems prohibit merchants from displaying prices higher than those listed on their own websites and that upselling refers to presenting optional premium alternatives rather than price inflation. The company also said its AI shopping agents do not have the ability to alter prices based on individual user profiles.
The debate highlights growing scrutiny over how AI shopping agents analyze consumer behavior and data. While Google maintains that its protocol is designed to enhance transparency and value for users, the episode underscores broader concerns about data use, incentives, and trust as AI-driven commerce becomes more deeply embedded in search and retail experiences.
