As AI agents reshape the web, Google opens Gemini and Search to more apps

If you build or use apps, they can now be accessed through Google Search and Gemini without needing to open separate applications.

Google has launched its Connected Apps Platform, enabling businesses and developers to integrate their applications with Google's AI experiences in Search and Gemini. This platform allows users to securely link third-party services to perform actions directly within Google's AI interfaces, similar to how users might connect to Canva for design or YouTube Music for playlists. Initially available in beta for U.S. developers, the platform uses AppFunctions APIs and the Google Connected Console for app submission and management. Developers can choose to make their apps available on Search, the Gemini app, or both, and can monitor performance metrics like traffic and latency. Google aims to make services more discoverable within an increasingly AI-driven web, expanding the reach of third-party apps beyond traditional app launches.

The Connected Apps Platform signals Google's strategy to consolidate user interaction within its ecosystem, positioning Search and Gemini as central hubs for accessing a wider array of digital services. By opening up integrations, Google aims to capture user attention and activity that might otherwise be dispersed across numerous individual apps, a move that could redefine how consumers discover and utilize online tools. The success of this platform hinges on attracting a diverse range of high-quality third-party applications, thereby creating a richer, more integrated experience for users and potentially influencing future app development trends toward AI-centric accessibility.

For developers, this presents an opportunity to gain visibility and engagement by leveraging Google's massive user base and AI capabilities, akin to Search Engine Optimization for the agentic web. However, it also introduces a new layer of dependency on Google's platform for access and discoverability, potentially impacting the direct relationships developers have with their users. As more services become 'connected,' the competitive landscape could shift, favoring applications that can offer seamless integration and tangible value within AI-driven workflows, while companies may need to adapt their strategies to thrive in this evolving digital environment.