Google’s newly announced Universal Commerce Protocol for AI-powered shopping agents has prompted scrutiny from consumer advocates over potential pricing practices. Lindsay Owens, executive director of the Groundwork Collaborative, warned that features such as “personalized upselling” could allow merchants to overcharge users by analyzing AI chat data and shopping behavior.
Big/bad news for consumers. Google is out today with an announcement of how they plan to integrate shopping into their AI offerings including search and Gemini. The plan includes “personalized upselling.” I.e. Analyzing your chat data and using it to overcharge you. 1/2 https://t.co/Txh6Im73YE pic.twitter.com/AqDYxSgjk5
— Lindsay Owens (@owenslindsay1) January 11, 2026
Owens cited Google’s roadmap and technical documentation, pointing to planned support for upselling and dynamic offers tied to loyalty programs or new-member discounts. She described the risk as a form of “surveillance pricing,” where consumers are charged based on perceived willingness to pay rather than uniform pricing.
Google rejected the allegations, saying merchants are prohibited from showing prices higher than those on their own sites. The company said upselling refers to presenting premium product options, not price manipulation, and that its Business Agent cannot change pricing based on individual user data. Google also said certain consent language in its documentation is intended to simplify user permissions, not obscure them.
The debate highlights broader concerns around AI-driven commerce as large technology firms integrate shopping into AI assistants like search and Gemini. Critics argue that incentives tied to advertising and data collection could conflict with consumer interests, opening space for startups offering independent AI shopping tools.
