Recorded live at Google Marketing Live 2026, Phillip sits down with Nick Fox, SVP of Knowledge & Information at Google — the executive overseeing Search, Ads, Commerce, and geographic mapping products. Building on the prior day's I/O announcements, Fox unpacks how Gemini is reshaping Google's consumer and advertising products, why the Universal Cart strikes a balance between human taste and agentic convenience, and how two-plus decades at Google inform his view of building technology that shapes the lives of billions.

• Gemini 3.5 is the foundation supercharging Search, Ads, and Commerce across Google.
• The Universal Cart keeps humans choosing while agents handle the drudgery.
• UCP adoption has accelerated faster than expected across the industry.
• Conversational search has shifted user behavior toward natural, multi-word queries.
• "I think there are people that think everything's gonna be about agents talking to agents. I don't subscribe to that view." — Nick Fox
• "I am the person putting things in the cart. But then the cart is helping us agentively at the same time." — Nick Fox
• "We're building products that billions of people across the world are using. That's a responsibility we take seriously." — Nick Fox

• Google Marketing Live 2026 and Google I/O 2026
• Universal Cart & Universal Commerce Protocol (UCP)

• LIVE @ Google I/O: Universal Cart, Agentic Payments, and the Protocols Powering the Agent-Mediated Economy
• Google Solidifies Its Place in the AI Race
• [Member Brief] Agentic Commerce and the eCommerce Site's New Existential Crisis

• Check out Future Commerce on YouTube
• Check out Future Commerce Plus for exclusive content and save on merch and print
• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

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At Google I/O 2026, Phillip sits down with Suresh Ganapathy, Senior Director of Product Management for Consumer Shopping at Google, to unpack the day's announcements: Universal Commerce Protocol's expansion into new verticals, agentic payments arriving in Gemini Spark, and the debut of Universal Cart. We trace what these foundational pieces mean for how a billion daily shoppers, and the merchants serving them, will operate in an agent-mediated economy.

• Universal Cart maintains shopper state across Search, Gemini, YouTube, and Gmail.
• The cart works on your behalf: tracking prices, flagging restocks, and catching product incompatibilities.
• Agent Payments Protocol’s (AP2) tamper-proof contracts make agent purchases verifiable and accountable to shopper intent.
• Merchants remain seller of record, preserving customer relationships inside agentic flows.
• Gemini Spark becomes Google's first consumer agent with purchasing authority this fall.

"We're laying the foundational building blocks of agentic commerce." — Suresh Ganapathi

"People come to shop at Google over a billion times a day, and we want to make sure that we're delivering the best experience to them when they do." — Suresh Ganapathi

"We want to make it really simple for shoppers to enjoy the fun parts of shopping and then delegate some of these more tedious aspects to agents." — Suresh Ganapathi

"Spark is the agent. AP2 is the payments protocol. Universal Cart is the ability for consumers to have less friction." — Phillip

• More on Google’s AI play: Insiders: Google Solidifies Its Place in the AI Race
• More on agent-mediated commerce: Member Brief: Agentic Commerce and the eCommerce Site’s New Existential Crisis
• Our 2026 Predictions: The Age of Autonomy
• Learn more about Google I/O
• Google’s Universal Cart Announcement

• Check out Future Commerce on YouTube
• Check out Future Commerce Plus for exclusive content and save on merch and print
• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The Swatch x AP "Royal Pop" arrived after a week of generative AI fan renders, watch-Twitter speculation, and a 24-hour emotional rollercoaster from disappointment to "actually, this might be iconic." Phillip and Brian sit down with Michael Miraflor to unpack the speedrun spectacle, the high/low collab playbook, and why the purchase is just the tip of consumer participation.

• AP x Swatch’s collab sparked a flood of fan-prompted, generative AI images of anticipated designs
• The participatory economy now renders the product before the product exists
• “This is kind of a match made in heaven, which is why I think this is something that will sell out for a long time.” – Brian Lange
• “I wonder if people react differently based on everyone else’s reactions” – Michael Miraflor
• “Purchase of the product is kind of a cap on the experience.” – Michael Miraflor

• Read our 2025 Field Notes on Swatch – available to Future Commerce Plus members
• AP x Swatch design reveal
• Follow Michael Miraflor on X

• Check out Future Commerce on YouTube
• Check out Future Commerce Plus for exclusive content and save on merch and print
• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.