Google is making it easier for businesses to connect their apps to AI experiences across Search and Gemini with the debut of its Connected Apps Platform.
Connectivity apps, introduced in Gemini and Google Search earlier this year, allow users to securely link to and interact with popular third-party services and use them to perform certain actions. For example, connect to Canva to design flyers, or connect to YouTube Music to create playlists.
We’ve seen various interpretations of this idea by other consumer AI services, such as ChatGPT and Meta’s Muse. The premise is that such integration could ultimately shift consumer behavior from launching and using individual apps to instead using their favorite services through their preferred AI provider.
However, to successfully capture and maintain consumer attention, there must be a wide range of connected apps that actually need to be explored.
Google’s idea is to open the door to any company or developer who wants to reach users through search and Gemini, and to allow users to submit their own connected apps and monitor their performance.
A preview of the platform is currently available in beta for U.S. developers, allowing them to build and submit apps for use across Google’s products.
Google says developers first use the AppFunctions API to integrate with a cloud-hosted Model Context Protocol (MCP) server or Android MCP, then use the Google Connected Console to register, test, and submit their apps.
Essentially, this process allows developers to connect their apps to Google’s services and use them with the search giant’s AI capabilities. Developers can also choose to make their apps available via search, the Gemini app, or both.
After publishing an app, developers can track traffic, latency, and error rates, and maintain control over brand identity, including verified logos and authenticated accounts.
Just as SEO allows businesses and websites to see search engine rankings, this can be one of the first steps for businesses that want to make their services more visible to users on Agent Web.
Google already has more than 50 connected apps available on Gemini, including its own extensive set of services, from Workplace and Photos to YouTube Music and Google Home, as well as offerings from partners like Adobe, Experian, Localiza, and Peloton.
These apps will be added to Google Search in the coming weeks. Search today is less integrated, with apps like Instacart, Canva, YouTube Music, and Yahoo Fantasy Football.
Google said meditation app Calm is also a new partner in this effort, and its app will soon be released on both Gemini and Search.
The new Connected Apps platform is in public preview for waitlisted U.S. developers. Google did not say when it would be more widely available.
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