Business Agent is a conversational experience on Google Search that allows shoppers to chat with your brand. It acts like a virtual associate that can answer product questions in your brand’s voice and connects with customers at critical shopping moments to help drive sales.
Starting in 2025, a conversational feature was made available on merchant brand profiles in the US, Canada, Australia, and India that provides responses to customers' questions based on product and brand information stored in Merchant Center.
Business Agent is an evolution of this experience, and it begins its rollout in the US. It is designed to support deeper customer relationships through greater customization and data integration.
Explore key capabilities of Business Agent
- Customized experience: Choose your brand’s colors, different welcome messages, and prompts for conversation starters to better fit your brand.
- More helpful answers: Business Agent uses information from your company’s website, which allows this virtual assistant to provide more helpful answers in addition to your shopping data in Merchant Center.
Coming soon: Business Agent will enable you to train your agent further using your business data, like brand guidelines, services, and size guides, which can improve the answers and helpfulness of this virtual associate more. Performance insights and agentic checkout are also coming soon.
Business Agent eligibility and customization
To be eligible to customize your Business Agent, your business must meet these criteria:
- Be located in the US.
- Have a verified Google Merchant Center account.
- Have at least 50 approved offers.
- Have a claimed brand profile. Learn how to claim your brand profile.
Customize your Business Agent
- Go to your Merchant Center account.
- On the left, under "Marketing," select Business Agent.
- Under "How your Business Agent appears," select Customize.
- In the pop-up window, update your Business Agent’s identity:
- Welcome message: Write the greeting you want to show to your customers when they open the chat.
- Conversation starters: Choose suggestion prompts to start the conversation.
- Appearance: Choose header and background colors that fit to your brand identity.
- Support handoff: Add support contact information so that your customers can reach your customer support if needed.
- Select Save.
- In the pop-up window, select Save and turn on customized agent.
A standard Google-branded version of Business Agent is shown to customers until you complete customization.
Tips:
- You can preview your changes during the customization process.
- You can turn off the customizations and branding at any time.
Understand how Business Agent works
Once you have customized your Business Agent, consumers can engage with it when they search for your brand on Google Search. They can click “Chat” to get their questions answered.
Business Agent uses Gemini models to analyze information from your Merchant Center account and additional business data you provide, including your website. It then provides conversational responses to customer questions about your products, like "What is this rug made of?", "Do these shoes run true to size?", or “How many boxes of tiles do I need for a 20 square foot backsplash?“
Give feedback on Business Agent
To help improve this feature, you can provide feedback on Business Agent's performance when you select thumbs up or thumbs down
in the chat.